The IAB is joining two other ad trade organizations and 40 marketers, agencies and publishers to formulate standard online ad metrics. In addition to settling on definitions for display and format, the goal is to set up an independent audience measurement system that can be used by all in media deals. The 3MS project (Making Measurement Make Sense) includes the Association of National Advertisers and 4A's as well as sponsors Google, AT&T, Coca-Cola, Microsoft and others.

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