The Release of Guiding Principles of Digital Measurement have been announced by ANA (Association of National Advertisers), IAB (Interactive Advertising Bureau), and 4A’s (American Association of Advertising Agencies) this week.  The new 5 principles are described as “the foundation of “Making measurement make sense” initiative.

“For the first time in the history of Internet advertising, business leaders and functional experts from leading marketers, publishers and agencies have come together to jointly develop a plan for improving digital media measurement.”, said Bob Liodice, president and CEO, ANA.

Making Measurement Make Sense has three primary objectives:

  • Define transparent, standardized and consistent metrics and measurement systems to simplify the planning, buying and selling of digital media in a cross-platform world;
  • Drive industry consensus around the solutions;
  • Establish a measurement governance model to support ongoing standards development, ensure compliance and manage change in a rapidly evolving media climate.

These five principles are the foundation of Making Measurement Make Sense:

1. Principle IMove to a “viewable impressions” standard and count real exposures online.Today we count “served impressions” as recorded by ad servers.  Often, ad units are not in a viewable space to the end-user or fail to fully load on the screen – potentially resulting in substantial over-counting of impressions. Viewable exposures are increasingly the norm across other media and better address the needs of brand marketers.