The India chapter of the MMA Global endeavors to drive the adoption of digital and mobile in the fast-growing Indian market. A key barrier to the adoption of digital media strategies is the lack of universally accepted standards around metrics to measure digital media. Two key concerns that are often heard are “What are the metrics that matter and must be measured?” and “How do we measure the cross-media impact of advertising in a comparable way across all digital and non-digital media?”

This is an attempt by MMA to plug that gap by leveraging the ecosystem of advertisers, publishers and research agencies, to arrive at commonly agreed upon solutions and metrics to measure digital media and to define and establish the industry standard that will make the adoption of digital media easier for Indian advertisers.