Desired Future State

1. Desired Future State CIMM: Cross-Platform Media Measurement and Data Summit April 13, 2016

2. Industry Organization Roles(In George’s Words…) • ARF– Promoting the value of advertising, establishing models fit for effective decisions, highlighting innovative practices, curating marketing knowledge and distributing learning • CIMM –Guiding the Industry’s research and development efforts in cross-platform media measurement and enabling technologies to bring greater efficiencies in meeting the needs of leading content providers, media agencies and advertisers • MRC– Setting measurement standards for currency and other important data sources; validation of measurement service compliance and improving current practices through a long-standing Industry audit process Other Organizations: • TAG – Multiple efforts and tools to help eliminate fraudulent digital traffic, combat malware, fight ad-supported Internet piracy, and promote brand safety through greater transparency • IAB Tech Lab – Development of technical standards and code libraries to assist in implementation of Industry standards (e.g., VAST, VPAID, MRAID); establishing test platforms to ensure compatibility of technology solutions

3. The Advertising Process Stages 1 through 3 of the model are focused on the success of the ad’s delivery Stages 4 through 6 are focused on the success of the ad’s message (similar to traditional Attention, Interest, Desire, Action [AIDA] marketing models)

4. The MRC/3MS Digital Measurement Evolutionary Path Digital and Cross-Media Audience Currency Prior to June 2014 Value of Advertising Current State Currency Based on Served Impressions Increasing use of Viewable Impressions, Improving Filtration for Invalid Traffic Currency Based on Viewable impressions to a Human, with Duration, with Targeted Audience Characteristics Selected Engagement Metrics, Ad Effectiveness, ROI Calculations MRC Guideline Efforts: Served Impression Guideline (2004); Clicks, Rich Media, RIA, Served Video Impressions, Audience Reach, Served Mobile Web, In-App (Various Through 2013) Desktop Viewable Impression Guideline (2014, v2.0 2015 Post Vendor Reconciliations); IVT Detection and Filtration (2015); Mobile Viewable Impression Guideline (Near Public Comment) Digital and Cross-Media Audience Currency, Data Attribution and De-Duplication (In-Process); Modernization of Existing Guidelines (In-Process) Social Media Measurement (2015); Location Based Metrics (In-Process); Others Planned

5. What Does this Really Mean… • For All Media -- Currency based on impressions • That are viewable • To a human • Incorporating duration • Delineated by audience characteristics or other targeting criteria • Segregating ads and content measurement • Ads – gross and unduplicated impressions as per above; for video ads duration metrics are critical, reach and frequency Metrics, etc. • Content – average minute audience, reach and frequency metrics, etc. • Build clearer advertising effectiveness and value metrics, post OTS • A difficult road to navigate

6. 6 Audience-Based Metrics Some Key Issues: • Digital: • 1st Steps – Adoption of viewable impressions and IVT guidelines • Determine role of duration; need for segregation of creative types • Audience attribution, across granular campaigns – a difficult area • Other Areas in Other Media: • Improve/develop ad-focused measurement • Improve granularity of measurement • Deal with non-electronic measurement instruments • Accounting for duplication, both within and across media types. • Sources for data attribution are key inputs, and will require significant attention—possibly auditing and/or including the creation of a separate guideline

7. Thank You! George Ivie: givie@mediaratingcouncil.org (212) 972-0300