ANA Supports MRC and Cross-Media Measurement

• Basic Principles -- Marketers of all sizes insist on a measurement system that is objective, independent, transparent, neutral and third-party verified.  Marketers are committed to the evolution of the very best measurement systems and processes to optimize their media and marketing decision-making. These decisions involve billions of dollars of transactions dedicated to the optimization of business and brand performance. With technology and intelligence, the advertising industry needs a more robust measurement ecosystem that delivers on these aspirations.
• Third Party Accreditation - the Media Rating Council -- The Media Rating Council was established at the request of the U.S. Congress. It is the officially designated industry body for establishing standards for ratings' operators, accreditation of rating services and auditing through designated CPA firms. We fully support the MRC and its body of work. Although the MRC accreditation process and attendant rigor require time and resources, it is an indispensable organization. It is necessary to support and justify the billions of advertising dollars spent annually on paid media. Fiduciary transactions require accurate foundational measurement enabled by the MRC. The ANA stands fully behind the MRC.
• Cross Media Measurement -- The most important measurement priority for marketers is a cross media measurement (CMM) solution built to meet the principles of MRC accreditation. Reflecting the importance of that priority, ANA has been leading an industry steering committee that includes marketers, platforms, and agencies. MRC is advising that committee to ensure that industry standards are met, and the methodologies used are transparent. The 4A's support this initiative and have committed to joining the CMM steering committee and working in partnership with ANA. In addition, we are actively working with VAB/Open AP and TV networks and have plans to collaborate on content/context measurement. The ANA also encourages VAB to join the steering team.

It is imperative that CMM becomes the paramount objective of the measurement community. ANA believes our industry should channel as much of its resources as possible towards the accomplishment of this goal. ANA has been working on this for two years both globally, in conjunction with the World Federation of Advertisers (WFA), and in the U.S. In the U.S., we are making excellent progress piloting component tests for VID with Comscore, and exploration work with panel providers. Additionally, Input/Output and Data Flow workstreams are progressing towards an end-to-end test design and road maps to a pilot test next year.

• Establishing Cross Industry Priorities -- ANA appreciates the recent calls for industry action to help advance and increase the focus on measurement. We believe that such an effort should be led by a consortium of trade bodies that represent the various industry constituents -- including those organizations that are small to medium-sized businesses. We have had many gatherings in the past on this topic and most, if not all, have fallen short of their stated objectives. Making meaningful progress now requires a substantial commitment for real change accompanied by a significant pledge of resources to overcome the material barriers that have impeded past progress across the measurement ecosystem.
• Open to All -- The standards adopted must be made available for consideration by every advertiser, regardless of its individual spend on media. This is necessary to insure an open and transparent market for all participants.

ANA, its Media Leadership Growth Council, and its Cross Media Measurement steering committee stand ready to work with the industry to advance the industry's goals and make tangible, meaningful progress relating to CMM for all constituencies.

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