Testing time for metrics standardization plan

12/14/2011 | NetNewsCheck.com

A broadly based attempt at standardizing online ad metrics enters a six-month testing phase in the first quarter of the new year. Making Measurement Make Sense is a joint effort of the IAB, the 4A's and the Association of National Advertisers. Its aim is to resolve the current state of affairs, in which advertisers can "look at four different measurement services and ... get four radically different pieces of information," said David Cohen, global digital officer for Universal McCann in New York.

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