3MS is a cross-industry initiative led by the Association of National Advertisers (ANA), the Interactive Advertising Bureau (IAB) and the American Association of Advertising Agencies (4A’s). The setting and implementation of measurement standards is governed by the Media Rating Council (MRC).
Industry Associations Involved in 3MS:
Blue Ribbon Task Force
The Blue Ribbon Task Force is a cross-industry steering committee that regularly meets to review and guide the overall progress of the 3MS initiative