“3MS” short for “Making Measurement Make Sense” is a project of the IAB, ANA and 4A’s, along with a an impressive list of backers, including Google, AT&T, Coca-Cola, CBS, Group M, ESPN, Omnicom, Microsoft, Starcom MediaVest Group, New York Times and others.
Goal of 3MS project is to create new standards for how digital advertising is measured, bought, sold and easily comparable to other media.
Few changes to be tested:
Redefining an online ad impression from any ad served to a screen to counting only impressions where at least half the ad is visible for at least a second.
Developing a third-party online audience-measurement system that can be used as a currency in media deals, akin to what TV, radio and print long have had.
Defining a common set of online display and video ad formats to give buyers a better idea of they types of inventory that exist and what value they should command.
Source: Advertising Age