George Ivie's presentation at our MIXX conference on March 20, 2014.

1. Attacking Measurement Angst
(An MRC Update)
Prepared for: IAB CA MIXX
March 20, 2014

2. Agenda
n Brief MRC Background
n MRC Intersection with 3MS
n Three New (Interesting) Areas:
n Discuss Standards and Audits
n Ad Verification and Viewable Impressions
n Mobile Web and In-App
n Cross-Media GRPs
n On the Horizon
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3. 3
The Media Rating Council: Background
n Created as a Non-Profit Industry Association in the early
1960s called the “Broadcast Rating Council”
n Formed by the U.S. media industry in response to a series of
Congressional hearings on industry business practices
n We Administer a Voluntary Process for Measurement
Services to Apply for Our Accreditation
n Audits are Conducted by Independent CPA Firms that
are Retained by MRC
n MRC’s Minimum Standards for Media Rating Research,
supplemented by relevant industry-specific measurement
guidance, serves as primary assessment criteria

4. MRC Mission Statement
n To secure for the media industry and related
users audience measurement services that are
valid, reliable and effective; we do this by:
n Setting Standards; and
n Conducting Audits to Verify Compliance with
Standards.
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5. 5
The Media Rating Council: Today
n MRC Currently Has Approximately 145 Member
Organizations, Representing Range of
Constituencies in the Media Buy/Sell Ecosystem.
n MRC Oversees Approximately 100 Research Product
Audits Annually
n In Digital, Television, Radio, Print, and Out of Home Media
n Accreditation Process is Confidential
n MRC Has Adopted a More Proactive Orientation
Toward Standards Setting
n Extensive Involvement with 3MS Initiative, Others
n Auditing Internationally (12 Countries)
n Formal International Committee

6. How is MRC relevant to Canada?
n Standards
n Very often adopted outside the US
n Audits
n We influence measurement service practices
n Many of these organizations are global, and if pushed, will
adopt desirable quality practices across countries
n Growing focus of multi-national advertisers
n MRC International Committee
n Populated with multi-national organizations
n Focus: Audits outside the US, when requested

7. 7
Sample of Key Issues -- Traditional
n New Technology Challenges
n Sample Frame or Measurement Coverage
n For example, CPO Persons
n Data Collection Quality, Completeness
n Response Rates
n Incentives
n Targeting
n Sample Distribution
n Sample Sizes/Reliability
n Race/Ethnic/Young Representation
n Accuracy of Universe Estimate Data
n Editing Quality
n Ascription

8. 8
• Users vs. Computers
• Cookie Deletion
• Sufficiency of Client Side Counting
• Auto-Refresh, Non-Human Traffic
• Internal Traffic
• In-Session Gaps
• New Types of Usage, WAP/Mobile, etc.
• International Traffic
• Cross Domain I-Frames
• Viewability
Ad-Centric or
Site-Centric
(Census)
• Panel Representation
• Meter Coverage
• Capturing All Access Locations
• Metering All Computers of Panelists
• Initial Demo Data Collection
• User In-Session Identification
• Sample Sizes, Standard Errors
• Non-Response Levels
User-Centric
(Panel)
• Internal Controls
• Data Integration Methods
• Editing, Calibration, Weighting
• Transparent Methodology
Common
and Hybrid
Sample of Key Issues – New Media

9. MRC’s Role in Advancing
3MS’s Five-Pillar Solution
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10. 10
Interesting New Stuff
Standards…
Auditing…
-- Ad Verification and Viewable Impressions
-- Mobile Web and In-App Measurement
-- Cross Media GRPs

11. 11
Ad Verification
Standards:
n Ad Verification Services (complete)
n How to On-Board and Initiate Services
n 5 Major Service Lines – Specific Requirements
n Site Context, Geo-Targeting, Ad Placement,
Competitive Separation and Fraud Detection
n Buyer and Seller Communication Re: Issues
n Methods Disclosures
n Projecting Results of Campaigns

12. 12
Ad Verification
Audits:
n Accredited: comScore vCE Validation,
DoubleVerify, Integral Ad Science
Others in process

13. The Need for Viewable Impressions:
n Urgently needed as the foundation to move an
entire set of measurement priorities forward
n Build Trust – Did I get what I paid for?
n Improve ROI Calculations
n Improve Comparability with other Electronic Media
Beyond the measurement details, viewable
impressions should enhance value of digital
advertising to brand marketers

14. Viewable Impression Methods
n Geometric Triangulation
n Using Known Points on the Page to Derive
Position of Ad Relative to Viewable Browser
Window
n Cross Domain I-Frames an Issue
n Tracking Browser Attributes
n Related to Rendering or “Painting” Ad
n Combination Methods
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15. 15
Viewable Impressions
Standards:
n Viewable Impression Requirements – 50% Pixels and 1
Second for Display; 50% and 2 Seconds for Video
n Granularity; 100ms for Display; 200ms for Video
n First Pixel then Time
n Account for Tab Focus
n Eliminate Non-Rendered Served Impressions
n Special Provision made for Larger Format Ads
n Disclosures:
n Viewable
n Not Viewable
n Undetermined (Caution – This Needs Work!)
n Various Metrics/Ratios

16. 16
Viewable Impressions
Audits:
n Accredited Display – Alenty, comScore vCE
Validation, DoubleVerify, Glam Media, Google
ActiveView, Integral Ad Science, Sizmek, Moat,
Spider.io (recently acquired by Google), RealVu and
WebSpectator for Publishers
n Accredited Video (certain metrics) – Tremor and
Moat
Many more in process, especially for video. Accredited
vendors participating in reconciliation process.

17. 17
Mobile Web and In-App
Measurement
Standards:
n Mobile Web (complete)
n Client Side Counting
n Recognizes Viewable Impression, Not
Mandated Yet
n Filtration
n Cache Busting
n Internal Traffic
n Disclosure Requirements

18. 18
Mobile Web and In-App
Measurement
Standards:
n In-App Ad Measurement (complete)
n Definitions
n Qualifying the Universe
n Download, Open, Usage Controls
n On-line versus Off-line Use
n Recognition of SDK Environment; Necessary
Controls
n Unique Devices and User Measurement
n Segregation of Ad Content Types

19. 19
Mobile Web and In-App
Measurement
Audits:
n Accredited: Apple iAds (only In-App),
Freewheel, ADTECH (only Mobile Web) and
Medialets
Others in process

20. 20
Digital and Cross-Media GRPs
Standards:
n Two Components
n Digital GRPs
n Cross-Media GRPs
n Initial Thoughts Provided to Industry Vetting
Group
n Expanding Vetting Group to Broader Practitioner
Set
n Version 1 Being Prepared
n Several Months to Completion

21. 21
Digital and Cross-Media GRPs
Standards:
n Expected Content
n Ads as Measurement Focus
n Calculation Methods
n Disclosure Requirement
n Audience Attribution Methods Described
n Valid Method
n Ascription Rates
n Other Adjustments
n Segregation of Creative Genres
n Duration Capture

22. Digital and Cross-Media GRPs
n A Challenging Area…
n Work forthcoming in digital
n Viewable impressions
n Audience attribution, across granular campaigns
n Extensive work necessary in other media
n Improve/develop ad-focused measurement
n Improve granularity of measurement
n Deal with non-electronic measurement
instruments

23. 23
Digital and Cross-Media GRPs
Audits:
n Nielsen OCR, XCR
n OCR Accredited
n Viewability (through partner, IAS) Not Accredited Yet
n Removed child estimates, pending improvement
n XCR Audited, Not Accredited Yet
n comScore vCE
n Validation Module Accredited
n Audience Module Audited, Not Accredited Yet; Awaiting V.2
n Google Active GRP
n Recently Initiated the Audit Process

24. Next Steps – Viewable Impressions
n Guidelines
n Public comment draft – Imminent
n Finalization process thereafter
n Reconciliation
n Complete Work – Cross-vendor tagged campaigns to prove
theories; react to any new learning
n Disclose vendors as they adopt reconciliation guidance
n Likely Advisory Outcomes
n Remove display advisory at March 31, 2014; video still a bit in
flux, leaning towards extending a gating period to June 30, 2014
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25. Next Steps – Beyond Viewable
n Digital GRPs & Cross-Media GRPs
n Modernization/Strengthening NHT Detection Guidelines
n Stronger filtration, downstream partner assessments, bot-nets,
“created” traffic, enhanced non-human agent capabilities,
encryption and other hijacking controls, etc.
n A Balance: Requiring stronger practices without disclosing
specifics
n Separate Audits? Help with sizing the issue.
n Mobile Viewable Impressions
n Others Projects:
n Audio Streaming, Ad Effectiveness, Social, DPB
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26. Thank You!
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Contact Information:
George Ivie: givie@mediaratingcouncil.org
(212) 972-0300