Leading with Strength The MRC Prepared for : IAB Global Summit October 3, 2012

1. Leading with Strength The MRCPrepared for: IAB Global SummitOctober 3, 2012

2. 3MS and MRC • MRC is ideally positioned to serve as cross-ecosystem standards-setting body. • MRC exists to promote quality measurement. • MRC’s members represent a wide range of players from across the ecosystem. • MRC is extremely well-versed in measurement standards setting, and has structural components in place to facilitate this process. • MRC is aligned with concepts promoted by the 3MS initiative. www.measurementnow.net

3. Current 3MSimplementation roadmap Viewable impression Definition confirmed Pilot Parallel reporting Audience-based GRP currency Cross-platform guidelines Digital guidelines Classification system Accreditation Accreditation Taxonomy finalized Banner Rising stars Soft rollout View-throughs Solution development Attitudinal measures Accreditation Social activity metric Solution development MRC standards-setting First meeting of standards committee Board approval Initial staff expansion completed Change management Targeted industry engagement and broad-based press/marketing

4. MRC Mission Statement • To secure for the media industry and related users audience measurement services that are valid, reliable and effective; • Set Standards; and • Conduct Audits to Verify Compliance with Standards.

5. MRC International Activity • MRC Does Not Accredit services outside U.S. • Rather, On Request MRC Serves as a Consultant on Rating-Service Audits which: • Use MRC Minimum Standards as benchmark • Are conducted by experienced MRC CPA auditors • Have reasonable transparency for results – Important • Have an appropriate local Committee present

6. MRC Member Representation Media Organizations Broadcasters – Radio and TV Stations and Networks Cable MSOs and Networks Internet Print Organizations Out-Of-Home Media Advertising Agencies Advertisers Trade Associations Voting – 4A’s, AHAA, ANA, CAB, CIM (Mexico), DPAA, IAB, MMA, MPA, NAA, NAB, NJBA, OPA, RAB, TVB Liaison (non-voting) – ARF Syndicated Measurement Services Cannot be Members 6

7. MRC Member Organizations 7

8. MRC-Audited Products – U.S. Accredited ACT1 Radio TPP Arbitron Local Diary Service, Max, County Coverage, CSAR PPM – Atlanta, Baltimore, Cincinnati, Houston, Kansas City, Los Angeles, Milwaukee, Minneapolis, Philadelphia, Phoenix, Riverside, San Antonio, St. Louis, Tampa Internet Audits ComScore Direct comScore vCE (Validation Component Only) Nielsen Online Campaign Ratings Omniture Adobe Compliant Traffic Report Quantcast Quantified Publisher Visible Measures Ad-Serving: Cox Digital Solutions, AdTech, CBSi, Univision, Yahoo!, Disney, Atlas, DoubleClick (DFP, DFA), FreeWheel, GLAM Media, Google, LiveRail,Turner, AOL, MSN, 24/7, MediaMind, RealVu, Vindico, PointRoll, Auditude, Videology, Telemetry Clicks: Google, Yahoo!, MS adCenter, MS Media Console, Cox Digital Solutions KMR MARS Mediamark Research National Syndicated Study Media Monitors Radio Spot Service Nielsen Media Research National – NPM, Average Commercial Ratings MIT, NPower Local Set Meter Services, LPM Markets, Puerto Rico LPM Scarborough Simmons National Consumer Study Triton Digital Streaming (Ando Media) In-Process Internet Audits Google AdPlanner,Google DART Mobile, Digital Envoy, Quova, Adap.TV, AdSafe, Vizu Arbitron PPMs Austin, Charlotte, Chicago, Cleveland, Columbus, Dallas, Denver, Detroit, Greensboro, Hartford, Indianapolis, Jacksonville, Las Vegas, Memphis, Miami, New York, Nashville, Norfolk, Orlando, Pittsburgh, Portland OR, Providence, Raleigh, Sacramento, Salt Lake City, San Diego, San Francisco, San Jose, Seattle, Washington DC, West Palm Beach comScore Media Metrix, Video Metrix vCE (Audience Component) Double Verify Mendelsohn Affluent Study NEC Display Nielsen Local TV Diary Service, STB Data Nielsen NetView, NetView Hybrid Rentrak TV Essentials SQAD TV Costs Other – Ancillary Data Claritas, Sample Frame Vendors 8 8

9. International Audits • Television: • Ongoing: • ABAP-Redes – Brazil • BBM Client Committee – Canada • CIM – Mexico • Occasional: • International Audit Committee (Cable) – Colombia, Argentina • Client Committee – Costa Rica • Technical Commission – Ecuador • Client Committee – Panama • CUSEA – Peru • Radio: • BBM Client Committee – Canada, ongoing • Radio Committee – Peru, occasional • Print: • Valida – Chile, occasional • CUSEMI – Peru, occasional • Internet: • Miaozhen Systems Audit Committee – China

10. Existing Standards – MRC Involved • MRC Minimum Standards for Media Rating Research • MRC Data Integration Guidelines • MRC Media Monitoring Standards • Digital-Specific Guidelines • IAB Impressions • Display, Video, Rich Media, RIA, Auto-Play Video • IAB Process Addendum • IAB Clicks • IAB Audience Reach • IAB In-Game Advertising • MMA/IAB Mobile Web Guidelines • IAB Ad Verification • Other Media Types, Several • NAB, ARF, ESOMAR, etc.

11. Currently Under Development/Consideration – Based on Outside Requests Internet Partner: IAB Updating Existing Guidelines through EITF Viewable Display, Video GRPs Set-Top-Box Partners: MVPDs, NCC Data Accumulation (draft posted on www.mediaratingcouncil.org) Mobile Partners: IAB, MMA Applications (In-Process; nearing public comment) Messaging (Planned) Social Media Partners: IAB, WOMMA Consumer Listening, etc. Others Media Mix Modeling Digital Place-Based Audience Estimates Audio Streaming Set-Top-Box Audience Estimates

12. A Forward-Looking Approach to Standards MRC Standards Committee Ongoing Goal: Populate with Leaders – Buyers and Sellers Identify Weaknesses and Prioritize Formalize and Internalize Processes Cross-Media Focus (Consideration Set) Data Integration, Modeling, Single-Source Validation of New New Media Measurement Data Quality, Hierarchy Shore-Up Issues in Conventional Media Transaction Streams and Types; Seeking Consistency Agency Accountability Media/Audience Claims Examine Prior Work for Consistency and Appropriate Focus

13. Questions? Thank You MRC Contact Information: 212-972-0300 George Ivie – givie@mediaratingcouncil.org David Gunzerath – dgunzerath@mediaratingcouncil.org