Leading with Strength

The MRC

Prepared for: IAB Global SummitOctober 3, 2012

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www.measurementnow.net

3MS and MRC MRC is ideally positioned to serve as cross-

ecosystem standards-setting body. MRC exists to promote quality measurement. MRC’s members represent a wide range of players

from across the ecosystem. MRC is extremely well-versed in measurement

standards setting, and has structural components in place to facilitate this process.

MRC is aligned with concepts promoted by the 3MS initiative.

2011 2012 2013

Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3

Targeted industry engagement and broad-based press/marketing

Accreditation

Solution development

Solution development

Current 3MS implementation roadmap

Change management

MRC standards-setting

Classification system

Viewable impression Pilot

Attitudinal measures

Audience-based GRP currency

Board approval

First meeting of standards committee

Initial staff expansion completed

Social activity metric

View-throughs

Soft rollout

Parallel reporting

Banner Rising stars

Definition confirmed

Cross-platform guidelines

Taxonomy finalized

Accreditation

Accreditation

Digital guidelines

MRC Mission Statement To secure for the media industry and related users

audience measurement services that are valid, reliable and effective;

Set Standards; and

Conduct Audits to Verify Compliance with Standards.

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MRC International Activity MRC Does Not Accredit services outside

U.S. Rather, On Request MRC Serves as a

Consultant on Rating-Service Audits which: Use MRC Minimum Standards as benchmark Are conducted by experienced MRC CPA auditors Have reasonable transparency for results – Important Have an appropriate local Committee present

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MRC Member Representation

Media Organizations Broadcasters – Radio and TV Stations and Networks Cable MSOs and Networks Internet Print Organizations Out-Of-Home Media

Advertising Agencies Advertisers Trade Associations

Voting – 4A’s, AHAA, ANA, CAB, CIM (Mexico), DPAA, IAB, MMA, MPA, NAA, NAB, NJBA, OPA, RAB, TVB

Liaison (non-voting) – ARF

Syndicated Measurement Services Cannot be Members

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MRC Member Organizations

888

MRC-Audited Products – U.S. Accredited

ACT1 Radio TPP Arbitron

Local Diary Service, Max, County Coverage, CSAR PPM – Atlanta, Baltimore, Cincinnati, Houston, Kansas City,

Los Angeles, Milwaukee, Minneapolis, Philadelphia, Phoenix, Riverside, San Antonio, St. Louis, Tampa

Internet Audits ComScore Direct comScore vCE (Validation Component Only) Nielsen Online Campaign Ratings Omniture Adobe Compliant Traffic Report Quantcast Quantified Publisher Visible Measures Ad-Serving: Cox Digital Solutions, AdTech, CBSi, Univision,

Yahoo!, Disney, Atlas, DoubleClick (DFP, DFA), FreeWheel, GLAM Media, Google, LiveRail,Turner, AOL, MSN, 24/7, MediaMind, RealVu, Vindico, PointRoll, Auditude, Videology, Telemetry

Clicks: Google, Yahoo!, MS adCenter, MS Media Console, Cox Digital Solutions

KMR MARS Mediamark Research National Syndicated Study Media Monitors Radio Spot Service Nielsen Media Research

National – NPM, Average Commercial Ratings MIT, NPower Local Set Meter Services, LPM Markets, Puerto Rico LPM

Scarborough Simmons National Consumer Study Triton Digital Streaming (Ando Media)

In-Process Internet Audits

Google AdPlanner,Google DART Mobile, Digital Envoy, Quova, Adap.TV, AdSafe, Vizu

Arbitron PPMs Austin, Charlotte, Chicago, Cleveland, Columbus,

Dallas, Denver, Detroit, Greensboro, Hartford, Indianapolis, Jacksonville, Las Vegas, Memphis, Miami, New York, Nashville, Norfolk, Orlando, Pittsburgh, Portland OR, Providence, Raleigh, Sacramento, Salt Lake City, San Diego, San Francisco, San Jose, Seattle, Washington DC, West Palm Beach

comScore Media Metrix, Video Metrix vCE (Audience Component)

Double Verify Mendelsohn Affluent Study NEC Display Nielsen Local TV Diary Service, STB Data Nielsen NetView, NetView Hybrid Rentrak TV Essentials SQAD TV Costs

Other – Ancillary Data Claritas, Sample Frame Vendors

International Audits Television:

Ongoing: ABAP-Redes – Brazil BBM Client Committee – Canada CIM – Mexico

Occasional: International Audit Committee (Cable) – Colombia, Argentina Client Committee – Costa Rica Technical Commission – Ecuador Client Committee – Panama CUSEA – Peru

Radio: BBM Client Committee – Canada, ongoing Radio Committee – Peru, occasional

Print: Valida – Chile, occasional CUSEMI – Peru, occasional

Internet: Miaozhen Systems Audit Committee – China

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Existing Standards – MRC Involved MRC Minimum Standards for Media Rating Research MRC Data Integration Guidelines MRC Media Monitoring Standards Digital-Specific Guidelines

IAB Impressions Display, Video, Rich Media, RIA, Auto-Play Video

IAB Process Addendum IAB Clicks IAB Audience Reach IAB In-Game Advertising MMA/IAB Mobile Web Guidelines IAB Ad Verification

Other Media Types, Several NAB, ARF, ESOMAR, etc.

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Currently Under Development/Consideration – Based on Outside Requests

Internet Partner: IAB

Updating Existing Guidelines through EITF Viewable Display, Video GRPs

Set-Top-Box Partners: MVPDs, NCC

Data Accumulation (draft posted on www.mediaratingcouncil.org) Mobile

Partners: IAB, MMA Applications (In-Process; nearing public comment) Messaging (Planned)

Social Media Partners: IAB, WOMMA

Consumer Listening, etc.

Others Media Mix Modeling Digital Place-Based Audience Estimates Audio Streaming Set-Top-Box Audience Estimates

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A Forward-Looking Approach to Standards MRC Standards Committee

Ongoing Goal: Populate with Leaders – Buyers and Sellers Identify Weaknesses and Prioritize Formalize and Internalize Processes

Cross-Media Focus (Consideration Set) Data Integration, Modeling, Single-Source

Validation of New New Media Measurement Data Quality, Hierarchy

Shore-Up Issues in Conventional Media Transaction Streams and Types; Seeking Consistency Agency Accountability Media/Audience Claims

Examine Prior Work for Consistency and Appropriate Focus

Questions?

Thank YouMRC Contact Information:212-972-0300George Ivie – givie@mediaratingcouncil.orgDavid Gunzerath – dgunzerath@mediaratingcouncil.org

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