A joint 4A’s/IAB/ANA 3MS Town Hall meeting
IPG Media Lab Study: Mitchell Weinstein, SVP, Director of Ad Operations, IPG Mediabrands will provide a summary of the study which focused on impact of viewability on ad recall as well as impact of time in view for a variety of ad formats and scenarios.
3MS Progress: Transitioning from Improving Advertising Delivery to Understanding Advertising’s Value
George Ivie, David Gunzerath and Ron Pinelli from the MRC will provide an update on:
- The key provisions of the Digital Audience Currency guidelines (now in-process) and the cross-media Audience Currency Guideline (soon to be initiated)
- MRC’s plans for the remaining 3MS principles — focused on the engagement, effectiveness and value of advertising.
Additionally, the MRC will provide an update on the Mobile Viewable Impression guidelines, which are close to completion, and implementation of the Invalid Traffic guidelines (the vendor implementation grace-period recently expired). This will be the first time the projects related to engagement, ad-effectiveness and ad-value will be reviewed, with MRC plans identified.
2:00 – Welcome
2:10 – IPG Media Lab study on impact of viewability on ad effectiveness
2:25 – MRC Update on 3MS Progress
3:15 – Q&A session