Making Measurement Make Sense Timeline
The Five-Part Digital Measurement Solution

The target dates represent those for the Five-Part Digital Marketing Measurement Solution. The Making Measurement Make Sense initiative will extend beyond these parameters. The Five-Part Solution has four parts under management of the Media Rating Council and one part, Ad Classification and Taxonomy, under the auspices of the three founding associations: the Interactive Advertising BureauAssociation of National Advertisers, and the American Association of Advertising Agencies.

On January 1, 2014, media sales transactions are expected to be conducted on a viewable impression measurement standard. To facilitate this advancement, by the end of December 2013, the MRC expects to lift its Advisory against transacting on viewable impression and issue the finalized viewable impression standard for display advertising. A viewable impression standard for video is likely to come on its heels. This accomplishment would complete the “Define Impression” part of the Five-Part Digital Marketing Measurement Solution.

In March 2014, the MRC expects to issue a Digital Gross Rating Point standard, which will define how reach and frequency reporting of viewable impressions. This accomplishment would complete the “Establish Audience Currency” part of the Five-Part Digital Marketing Measurement Solution.

By May 2014, an ad classification system and taxonomy for banner, rich media, and streaming video ads is expected to be ready for use in insertion orders. These new parameters have been defined by a group of senior executives from across the ecosystem, led by the Interactive Advertising BureauAmerican Association of Advertising Agencies, and the Association of National Advertisers. The next steps are vetting the proposed taxonomy and in-market testing. This achievement would complete the “Standard Classification of Ad Units” part of the Five-Part Digital Marketing Measurement Solution.

By May 2014, the MRC expects to define standard and transparent metrics for view-through reporting and cumulative social activity to provide clarity and comparability to brand ad performance metrics. This accomplishment would complete the initial description the “Brand Ad Performance” part of the Five-Part Digital Marketing Measurement Solution, but will not satisfy the full need of the marketplace. Other brand ad performance metrics, such as those indicating engagement, will be standardized in the future. 

By July 2014, the MRC intends to have vendors of digital brand attitudinal metrics validated against existing MRC standards to establish reliability and accountability in these measures.  This achievement would complete the “Brand Attitudinal Measures” part of the Five-Part Digital Marketing Measurement Solution.