Making Measurement Make Sense (3MS): Resources for Publishers

Making measurement make sense (3MS)

Making Measurement Make Sense (3MS) is a cross-industry initiative founded by the American Association of Advertising Agencies (4A’s), the Association of National Advertisers (ANA), and the Interactive Advertising Bureau (IAB). The Media Rating Council (MRC), an independent body, is responsible for setting and implementing measurement standards. For more information on 3MS, visit www.MeasurementNow.net.

Making Measurement Make Sense (3MS) 2

The switch to viewable impressions is a momentous occasion for consumers, brands, and publishers. This shift in media currency will help brands connect with engaged consumers, and do the kind of multi-platform campaigns across media properties they’ve been eager to do almost since the internet was born. View the State of Viewability Transaction 2015

3MS Mission

  • Revolutionize the way digital media is measured, planned, and transacted across the advertising industry in order to make it a more valuable medium for everyone involved in brand advertising.
  • Aid the development of clear standards-based metrics for interactive advertising that are comparable to legacy media and based on the fundamental opportunity for consumers to see online ads.
  • Define, across the marketing ecosystem, clear standards-based metrics for interactive advertising that are comparable to traditional media.
  • Work with the Media Rating Council (MRC) as they set and implement measurement standards.


3MS is focused on five areas: defining impressions, establishing audience currency, creating a standard classification of ad units, defining ad performance metrics, and establishing brand attitudinal measures.

The key objectives of the 3MS initiative are:

  • Determining the right metrics and solutions
  • Driving industry consensus around the solutions
  • Establishing a measurement governance model.

3MS Education Forum Sessions

June 8, 2016
March 22, 2016

January 14, 2016

October 13, 2015
July 8, 2015
March 24, 2015

February 19, 2015
November 5th 2014
May 28th 2014
April 9th 2014

View the March 24, 2015 Deck (PDF)
View the Feb 19, 2015 Deck (PDF)
View the Nov 5, 2014 Deck (PDF)


Publisher Resources

MRC Finalizes Location-Based Ad Measurement Guidelines

MRC Issues Guidelines For Measuring Viewable Impressions In Mobile Web And Mobile In-App Environments

MRC Announces Mobile Viewable Impression Guidelines Draft for Public Comment

IAB Primer for Publishers on Improving Ad Viewability

MRC Issues Final Social Media Measurement Guidelines

MRC Issues Industry Update On Mobile Viewable Impression Measurement

MRC Issues Final Version of Invalid Traffic Detection and Filtration Guidelines Addendum

Updated Viewable Impression Guidelines | Summary of Key Changes

Viewability Update – MRC Viewable Impression Reconciliation Findings

State of Viewability Transaction 2015

May 4, 2015 | MRC Interim Guidance on Mobile Viewable Impression Measurement

Viewability Implementation: Checklist of Key Considerations

Viewable Impression Guidelines

Viewable Impression FAQ for Publishers

Viewability Ramifications

Digital Ad Engagement in a Cross-Platform World

SafeFrame and Viewability

Sherrill Mane on 3MS in MediaPost