for discussion, ANA/MRC relationship, digital, etc

1.  Media Rating Council To Lead 3MS, Set Standards For 'Viewable Impressions,' e-GRPs
, Jul 17, 2012, 6:38 AM

LAGUNA NIGUEL, CA --The Media Rating Council has emerged as the ad industry’s central entity for coordinating and executing the main components of Madison Avenue’s so-called 3MS initiative, Association of National Advertisers chief Bob Liodice revealed Monday during the opening session of the ANA's Digital and Social Media Summit here. 3MS, which stands for “Making Measurement Make Sense,” was created by the ANA, the 4As and the IAB to tackle the big issues surrounding cross-media measurement in a digital age, and Liodice told attendees that the MRC would take on the role of managing the core aspects of its efforts.
Those steps include the shift from an ad impression served model to one of “viewable impressions” -- a standard in which at least 50% of an ad is viewable to a consumer for at least one second, the transition to an “e-GRP” for cross-platform measurement.

Liodice said the MRC would play the role of becoming the “common ground” across all of the advertising and media trade groups that represent the “marketer’s ecosystem.”

As part of that move, Liodice said all ANA members would effectively become “associate members of the MRC” immediately, and over time, more and more would become “full voting members.

 http://www.mediapost.com/publications/article/178866/media-rating-council-to-lead-3ms-set-standards-fo.html#ixzz2A3EPVIdx


2.  The 102nd Annual ANA (Association of National Advertisers) “Masters of Marketing” Conference began today...
During his opening remarks to more than 2,000 attendees, ANA President and CEO Bob Liodice... spotlighted industry efforts to bolster this category, particularly the 3MS (Making Measurement Make Sense) initiative. He also touched on the role of The Media Ratings Council as the new governing body for industry standard creation and announced a summit on brand-specific commercial ratings in November.


Jhttp://www.ana.net/content/show/id/24319