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.”