In March 2011, the ANA, IAB and 4A’s launched Making Measurement Make Sense (3MS) an industry-wide initiative to propose standards for metrics and advertising currency that will enhance evaluation of digital media and facilitate cross-platform measurement. Since that time, significant progress has been made particularly in the area of shifting digital measurement from a “served” to “viewable” impression standard. The Media Rating Council (MRC), which serves the marketing industry by securing audience measurement that is valid, reliable and effective, is leading the effort toward the transition from served to viewable ad impressions for online advertising transactions.