IAB, ANA, 4A’s Team Up On Digital Metrics
Launches “Making Measurement Make Sense” initiative.
Three advertising trade groups–the Interactive Advertising Bureau (IAB), the Association of National Advertisers (ANA) and the 4A’s (American Association of Advertising Agencies)–have teamed up to develop a series of digital metrics and cross-platform measurement solutions.
The initiative, which is called "Making Measurement Make Sense" and which was announced at the IAB Leadership Meeting yesterday, has three primary objectives: define standard metrics and measurement systems that are transparent and consistent to simplify the planning, buying, and evaluating of digital media; drive industry consensus around the solutions; and establish a measurement governance model.
"As more consumers have migrated to digital media, marketers have sought to follow them by deploying interactive campaigns," said Sherrill Mane, senior vice president of industry services at IAB. "The ‘Making Measurement Make Sense’ campaign gives the industry the opportunity to understand how to follow and connect with consumers targeted by these campaigns, and how to measure both within digital and across media platforms."