3MS is short for "Making Measurement Make Sense" an initiative from professional associations (IAB, ANA, 4A’s) and aiming to improve digital advertising measurement. The project started in May 2010.
Five guiding principles of gigital measurement have been edicted by the task force:
Shift from a “served” to a “viewable” impression standard
Introduce an online Gross Ratings Point metric
Implement a classification system and taxonomy for banner, rich media and streaming video ads
Define, standardize and accredit metrics for view-through reporting and cumulative social activity
Establish standards and vendor accreditation to improve the methodology for online brand attitudinal studies
In May 2012, the 3MS initiative adopt the viewable impressions with 50% of ad seen for one second.