Making Measurement Make Sense (3MS) is a cross-industry initiative founded by the American Association of Advertising Agencies (4A’s), the Association of National Advertisers (ANA), and the Interactive Advertising Bureau (IAB). View

The ANA (Association of National Advertisers) provides leadership that advances marketing excellence and shapes the future of the industry. View

The 4A's is the national trade association representing the advertising agency business in the United States. View

The Interactive Advertising Bureau (IAB) is comprised of more than 650 leading media and technology companies that are responsible for selling, delivering, and optimizing digital advertising or marketing campaigns. View

The Media Rating Council (MRC) exists to secure for the media industry and related users audience measurement services that are valid, reliable and effective. View