About 3MS: A Cross-Industry Initiative

Learn about the mission of Making Measurement Make Sense (3MS).

Making Measurement Make Sense (3MS) is a cross-industry initiative founded by the American Association of Advertising Agencies (4A’s), the Association of National Advertisers (ANA), and the Interactive Advertising Bureau (IAB). The Media Rating Council (MRC), an independent body, is responsible for setting and implementing measurement standards.

What We Do

  • Define, across the marketing ecosystem, clear standards-based metrics for interactive advertising that are comparable to traditional media.
  • Determining the right metrics and solutions and drive industry consensus around those solutions.
  • Establish a measurement governance model and work with the Media Rating Council as they set and implement measurement standards.