Making Measurement Make Sense

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 IAB. The Media Rating Council (MRC) is responsible for setting and implementing measurement standards. The viewable impression is the first step toward revolutionizing 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.