The Media Services Division worked with the industry for the membership’s benefit, including the following specific actions in 2012:
• The 4A’s Local Video/Audio Committee met with Nielsen and urged them not to suppress ratings for non-subscribing stations, which would have left TV ad buyers without media data. Subsequently, Nielsen changed its stance and agreed to continue to supply the information.
• The 4A’s Next Generation Publishing Committee met with the Association of Magazine Media and representatives from national publishing companies to urge them to increase their transparency and accountability for digital extensions of analog magazines. While the issue has not been resolved, the MPA acknowledged 4A’s concern and promised to review its stance on this subject.
• The latest edition of Best Practices for Digital Media Audits was drafted by task force members and will be published early in 2013.
• IAB-generated SafeFrame solution to nested Iframes was reviewed by the Media Policy and Digital Marketing Committees. Suggested changes from these 4A’s committees were incorporated in the final SafeFrame solution, which is being tested in 1st quarter 2013. SafeFrames implementation by IAB publishers will result in an increase in the number of served impressions that are viewable by media planners, buyers and measurers.