Digital Measurement Board
The Digital Measurement Board (DMB) was formed in 2012 by IMMAP to help advertisers achieve success in digital through the following:
- Establishing a baseline of digital advertising spend
- Commissioning audience behavior researches
- Establishing a measurement standard for online metrics
Since 2012, the DMB focused on delivering the first two objectives. But as advertisers seek clarity on how to link digital investments to business results, the 2016/2017 IMMAP Board tasked the DMB to focus on the latter moving forward, i.e. to charter the first digital measurement standard in the Philippines.
A number of advertisers, agencies and platform owners/publishers joined the DMB to draft the standard. With forty members and growing, it is now the biggest and the most active IMMAP committee to date.