What initiative was founded by 4A's, ANA, and IAB to define advertising measurement standards?

The initiative founded by 4A's, ANA, and IAB to define advertising measurement standards is known as Making Measurement Make Sense (3MS). This initiative was established to create a common framework for measuring the effectiveness of advertising, address measurement issues within the digital landscape, and enhance the ability to accurately track and assess the impact of advertising campaigns across different platforms and mediums.

3MS emphasizes the need for standardized practices that can be universally accepted within the industry, promoting consistent measurement techniques and metrics that can help advertisers, agencies, and publishers work more effectively together. The goal is to ultimately provide a clearer understanding of advertising performance and ROI, which is crucial for making informed marketing decisions. This kind of collaboration among major industry organizations reflects the recognition of how essential reliable measurement is to the future of advertising.

The other options provided do not focus specifically on defining advertising measurement standards. The Digital Advertising Alliance (DAA) is concerned with self-regulation in the online ad industry. The Federal Trade Commission (FTC) is a governmental body focused on consumer protection and antitrust laws rather than measurement standards. Content/Contextual Targeting pertains to advertising strategies based on content relevance rather than measurement frameworks.