The standards are part of its Making Measurement Make Sense ( 3MS) initiative – a joint industry effort supported by the Association of National Advertisers (ANA), 4As and Interactive Advertising Bureau (IAB) along with a range of organisations including media companies, advertising agencies, brand marketers and advertising technology companies.

Its release signals the next phase of the MRC’s standards-setting work. Its cross-media audience measurement standards are set for completion in 2018.

MRC is giving a one-year grace period for accredited audience measurement services to comply with these new standards.

George Ivie, CEO and executive director of the MRC, said: “The release of these standards represents a formative point of transition for the digital ad market.

“Not only do these standards provide clear guidance for the measurement of digital audiences, they also put forth the foundational elements on which standards for cross-media measurement will be based, which will be critical to the future of the industry.”