Making Measurement Make Sense (3MS)
Through its strategic partnership alliance with IAB and ANA, in 2012, the 4A’s helped complete the first phase of the 3MS initiative to change digital currency from served impressions to viewable impressions. This landmark change in how online advertising will be planned, bought and measured will greatly simplify the supply chain and yield savings to the agency community in excess of $2 billion a year. It will also facilitate cross platform measurement with legacy media (TV, print, etc.) by using a currency ensuring all media will be planned, bought and measured only via impressions that have a chance to be seen by an audience.
Because the online and digital publishing community wants to change the currency from served impressions to viewable impressions, the publishers’ trade association, the IAB, has created the Safeframe initiative. Safeframes will allow the publishers to retain Iframes on non-permissioned content, but will allow third party ad served impressions to hit the page and thus be viewable to anyone opening that page.
This initiative, which will result in a substantial increase in viewable impressions, started in late 2012 with full implementation in early 2013.
Brand Value Initiative
In collaboration with the ANA in 2012, the 4A’s joined a consortium of advertisers, academics and financial officers to explore how brand value can be measured, short of putting brand value on the balance sheet. The objective: get advertiser procurement and financial officers to recognize the critical role consumer facing communications play in driving brand value.
The 4A’s and ANA were successful in getting the Marketing Accountability Standards Board-led consortium to change its focus from brand valuation on the balance sheet to identifying best practices and use cases that prove that consumer facing communications of all kinds (not just advertising), add to the value of a brand.
Annual Joint Trade Associations Board Meeting
In June 2012, 4A’s, ANA and IAB held its first-ever joint board meeting to address issues of common interest and concern. At the event, which will take place annually, the three Associations reviewed major digital initiatives affecting the entire community.