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With the burgeoning interest in location targeting, the Digital Place Based Advertising Association (DPAA), a digital out-of-home marketing association, is putting its support behind new standards from the Media Rating Council (MRC).

The MRC just published standards for measurement of digital place-based audiences. Almost three years in the making, the standards outline a framework for syndicated audience measurement methodology. They also have a lot to say about the auditing the processes that will give place-based marketers both data and confidence.

“This is a significant milestone in the evolution of our industry,” said Barry Frey, the president & CEO of DPAA. “These standards open the door for us to provide syndicated, audited audience data to media planners, which in turn will put us in a stronger position to garner our rightful share of advertising budgets.”

According to MRC’s recently released document, the standards establish “a detailed set of methods and common practices for entities that measure digital place-based audiences. These standards are intended to establish and document sound and minimally acceptable practices of measurement; improve practices and disclosures used by practitioners; and also provide education to users of digital place-based audience measurement data from all segments of the Industry.”

MRC analysts recommend that the standards document be considered in conjunction with the DPAA’s Audience Metrics Guidelines, published in 2008, which describe the general principles for measurement of digital place-based media.

“The MRC is pleased to have worked with DPAA and a broad coalition of industry leaders to develop standards intended to promote a consistent method of audience measurement across the broad array of digital place-based media entities,” said George Ivie, MRC Executive Director and CEO.

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