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Classified Folder On Cross-Media Metrics: By IAB, 4As, and ANAMarch 1, 2011 – 5:23 pm |
 Abdul Fattah Ismail |
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This is hardly a new theme in the discussion. Consumers are embracing content on various channels in various forms. The interactive marketing sector will need to find appropriate methodologies for measuring viewers.
The Interactive Advertising Bureau, the Association of National Advertisers, and the American Association of Advertising Agencies are collectively taking the matter into their own hands. I admire this level of aggressiveness because trade bureaus are the gatekeepers to an industry. They understand the purchasing habits, the ecosystem, and the neuroses. The Federal bureaus have stepped in to regulate the transfer of content through net neutrality. It will be the first of several legislative acts bandied around Capitol Hill.
This report has the finer details of the initiative named, “Making Measurement Make Sense”. It will be interesting to see how these trade organizations conduct their research. As the release states, the purpose is to give a benchmark for digital buyers to organize their finances and set currency for cross-channel content. 
It will be interesting to see the end result for several reasons. Will greater priority be given to nascent industries like mobile, especially with smartphone technology enabling content to travel between the laptop? Apple and Google are prime players in software for both the software and hardware marketplaces for consumers. Who will they align with? How will the trade association handle the growing chasm of ISP service quality between metropolitan centers and agrarian landscapes? Do they have the clout to lobby for federal involvement? It is a neglected marketplace where growth is possible.
I am also curious about the currency. Will small digital marketers have a say when new metric categories arise that may better accurately reflect demographic habits? Are advertisers willing to be flexible for that education to see the light of day, enabling a marketplace to set the price for those technologies? We will stream content live for the answer.
