Deep Dive into Measurement and Identity: MRC, TAG, Ad-ID, MOAT & DigiTrust

During the Q3 IAB Ad Ops Advisory Board session, requests were raised for additional discussion on a few key topics. These topics are current Trustworthy Accountability Group (TAG) efforts, especially around certification, and the implications of Time Based Metrics, both as described by MOAT and as seen as possible. The inclusion of a broad range of supply chain perspectives is seen as important to having productive and informed discussion.

We highly encourage C level Decision Makers, Marketers, and Thought Leaders to attend this session. We’ll be meeting on Wednesday, November 30, 2016 at the IAB Ad Lab to discuss:

• The path to a Digital GRP, founded on a consistent definition for a billable “viewable impression”, as originally envisioned by 3MS. Conversation will be supported by MRC participation.

• The implications of going beyond 2 seconds in evaluating ad delivery, balancing the desire to understand user attention with the broad spectrum complications possible from having variably defined metrics.

• The role of TAG infrastructure, specifications, and certifications in developing a community of reduced risk and enhanced accountability within the digital advertising supply chain.

• VAST 4.0 includes a requirement for a unique creative identifier, such as Ad-ID in the United States. There are also conversations about including the same unique creative identifier in the LEAN standard. We will discuss Ad-ID, and the steps necessary to advocate for and demonstrate the necessity of such unique identifiers, as a part of today's cross platform media consumption world

Since this session brings together thought leaders in the context of increased supply chain efficiency and trust, we will be hearing from DigiTrust in attendance to brief the group on the standardized user identifier, its value to the digital advertising supply chain, and their broad support from network partners.