Measuring Progress on Measurement

March 20, 2019

Executive Summary

Over the last several years, advertisers have had an increasing focus on the quality and transparency of digital measurement. This focus has been progressing through various aspects of measurement starting with moving to viewable digital ad impressions, reduction/elimination of invalid traffic and fraud, the latest focus areas of brand safety, and development of in-target audience metrics consistently across media types. This measurement agenda has also been directed to large digital enterprises, e.g. Facebook and Google, seeking equal quality and transparency. Progress has been made in several areas. In this context, measurement-related topics, such as data access/ownership or protection of consumer information, have also captured the attention of legal practitioners within companies.

The Media Rating Council (MRC) has been leading actions in these measurement areas, helping the ANA and the industry by developing standards as well as auditing measurement vendors using extensive testing and validation processes. This session will provide a progress report on these measurement initiatives and highlight key measurement topics from a legal perspective.

Keri Bruce
Reed Smith LLP

George Ivie
CEO and Executive Director
Media Rating Council (MRC)

Cassidy Sehgal
Vice President, Digital and Advertising Counsel
L'Oréal USA

CLE Materials

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