Industry Leaders Meet to Plan Roadmap for Solving Issues Surrounding Digital Media Audience Measurement; Second Meeting of the ARF Digital Media Measurement Council Scheduled for August 16, 2001.Business Editors/High-Tech Writers NEW YORK--(BUSINESS WIRE)--Aug. 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 DMMC Division Materiel Management Center DMMC Des Moines Municipal Code DMMC Downlink Messages Management Center 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 The Internet Advertising Bureau (IAB) is a UK trade body created in 1997 to promote online advertising. It works across a range of areas, with internal bodies setting standards and best practices for a range of different online marketing techniques. and the American Association of Advertising Agencies The American Association of Advertising Agencies (AAAA) is an American advertising trade association. Founded in 1917, their website states that AAAA membership "produces approximately 80 percent of the total advertising volume placed by agencies nationwide. 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. About the ARF Founded in 1936 by the Association of National Advertisers The Association of National Advertisers is a representative body for the marketing community in the United States of America. ANA’s membership includes 400 companies with 9,000 brands that collectively spend over one hundred billion dollars in marketing communications and 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 NASDAQ in full National Association of Securities Dealers Automated Quotations U.S. market for over-the-counter securities. Established in 1971 by the National Association of Securities Dealers (NASD), NASDAQ is an automated quotation system that reports on :TFSM), AOL Time Warner (NYSE NYSE See: New York Stock Exchange :AOL), Aberdeen Research Group, Alta Vista, Arbitron, comScore, DoubleClick (NASDQ:DCLK DCLK Doubleclick Inc. (stock abbreviation, AMEX) DCLK Deputy Clerk DCLK Digital Clock DCLK Double Click ), eMarketer, Gartner Group, Greenfield Online, Jupiter Media Metrix (NASDAQ:JMXI), Microsoft, (NASDAQ:MSFT MSFT Microsoft (stock symbol) MSFT Movimento Sociale Fiamma Tricolore (Italy) MSFT Multi-Stage Fitness Test MSFT Master of Science in Family Therapy MSFT Macalester Students for Fair Trade ), 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! (NASADQ:YHOO YHOO Yahoo! Inc. (NASDAQ symbol) ), Ziff Davis, The American Association of Advertising Agencies and the Wireless Advertising Association. |
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