Industry Leaders Meet to Plan Roadmap for Solving Issues Surrounding Digital Media Audience Measurement
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Second Meeting of the ARF Digital Media Measurement Council Scheduled for August 16, 2001
New York, August 16, 2001-The Advertising Research Foundation (ARF) announced today that the newly formed industry coalition known as the Digital Media Measurement Council will begin planning an aggressive roadmap aimed at standardizing certain areas of digital media measurement and laying the groundwork for measuring emerging digital media technologies. The meeting will be chaired by Rande Price, from AOL Time Warner and co-chaired by Craig Gugel of Optimedia.
“We have complete industry support and consensus driving the DMMC agenda,” said Jim Spaeth, president of the ARF. “We will address issues quickly and through the power of collective industry intelligence, be able to form solutions, recommend standards and implement processes that will benefit current and emerging digital media technologies.”
More than twenty companies and the Wireless Advertising Association, Internet Advertising Bureau and the American Association of Advertising Agencies have thrown their support behind the DMMC.
“It is important that the efforts we are making in the wireless industry are consistent with principles for measuring all digital media,” said Robert O’Hare, chairman of the WAA. “That is why we chose to use our resources to support the DMMC.”
The DMMC plans to have the Online Media Audience Measurement Guidelines document completed in early fall. It will also begin working on standard definitions, meeting the need for reach and frequency systems and other recommendations that will employ the full power of the Internet to audience measurement techniques. In addition, the ARF is also working to support the IAB’s initiatives toward Ad Measurement Guidelines.
The meeting will be held today at ARF headquarters on 641 Lexington Avenue, New York, New York from 2 p.m. to 4:30 p.m.
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About the ARF
Founded in 1936 by the Association of National Advertisers and the American Association of Advertising Agencies, the Advertising Research Foundation (ARF) is a nonprofit corporate-membership association, which is today the preeminent professional organization in the field of advertising, marketing and media research. Its combined membership represents more than 400 advertisers, advertising agencies, research firms, media companies, educational institutions and international organizations. The principal mission of the ARF is profitable business through effective research and insights.
About the DMMC
The ARF`s Digital Media Measurement Council is comprised of top companies 24/7Media (NASDAQ:TFSM), AOL Time Warner (NYSE: AOL), Aberdeen Research Group, Alta Vista, Arbitron, comScore, DoubleClick (NASDQ: DCLK), eMarketer, Gartner Group, Greenfield Online, Jupiter Media Metrix (NASDAQ: JMXI), Microsoft, (NASDAQ: MSFT), Motorola (NYSE: MOT), NetRatings (NASDQ: NTRT), Net Value, NetZero (NASDAQ: NZRO), Nielsen Media Research, OlgilvyOne, Optimedia, Red Sherrif, WashingtonPost.Newsweek Interactive, Word of Net, Yahoo! (NASDQ: YHOO), Ziff Davis, The American Association of Advertising Agencies and the Wireless Advertising Association.
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