The online ad industry’s recent embrace of TV-style gross rating point (GRP) metrics for audience measurement has come largely thanks to roll-out of GRP systems by individual metrics groups.
But the whole industry will have a sector-wide agreed GRP within a year, according to an advertising representative.
“Now that everyone is agreeing that GRPs are an important part of the buying and selling process, we need to have a consistent standard for how those products should be built and be transparent and accountable,” said IAB research, analytics and measurement SVP Sherrill Mane.
“The industry just last week had a kick-off meeting with the MRC (Media Ratings Council) to write the standards for digital GRPs.” Asked when the sector-wide system would be implemented, Mane said: “Having been through a number of cycles of measurement change in media probably a year or two.”
ComScore chief research office Josh Chasin, whose company offers its own GRP system, welcomed the news: “That’s a great message. There is a process and we need to get through that process together.”
They were speaking at the Beet.TV Video Ad Fraud Leadership Summit. TubeMogul was the presenting sponsor of the summit. Find more of the summit videos here.