{
  "standard": "OMNI-EMV Evidence Standard",
  "version": "1.0",
  "publisher": "ROLearn Intelligence",
  "published": "2026-08-12",
  "canonical": "https://intelligence.rolearn.dev/resources/earned-media-value-evidence-standard",
  "scope": "Disclosure and audit controls for earned media value estimates across virtual worlds, social media, creators and press.",
  "excludes": [
    "Proprietary coefficients, thresholds, benchmark tables, weighting order and executable formula",
    "Proof of brand lift, revenue, profit, causality or ROI"
  ],
  "controls": [
    {"id":"01","name":"Decision and objective","evidence":"Named decision, audience and communication objective","pass":"The EMV estimate answers a stated media question"},
    {"id":"02","name":"Campaign boundary","evidence":"Activation, market, platform, geography and dates","pass":"Included activity falls inside a fixed scope"},
    {"id":"03","name":"Earned, paid and owned policy","evidence":"Classification rule for every media object","pass":"Paid and owned distribution remain separately visible"},
    {"id":"04","name":"Attribution rule","evidence":"Keywords, handles, links, creative markers and review rule","pass":"Every included object is traceable to the activation"},
    {"id":"05","name":"Qualified in-world exposure","evidence":"Defined exposure event beyond raw place load","pass":"Visits and qualified exposure are reported separately"},
    {"id":"06","name":"In-world attention","evidence":"Dwell, completion or interaction evidence tied to exposure","pass":"Time and actions use fixed qualification thresholds"},
    {"id":"07","name":"Social media evidence","evidence":"Post-level views, watch time or engagements by platform","pass":"Each network stays in its native unit before normalization"},
    {"id":"08","name":"Creator disclosure","evidence":"Contracted creators, fees and paid distribution flags","pass":"Purchased delivery is removed from earned totals"},
    {"id":"09","name":"Press readership","evidence":"Article-level audience estimate and derivation","pass":"Potential reach and estimated readership are distinguished"},
    {"id":"10","name":"Media-object deduplication","evidence":"Canonical URL, post or video identifier","pass":"Syndication, embeds and reposts follow a stated rule"},
    {"id":"11","name":"Audience overlap","evidence":"Observed identity or bounded overlap assumption","pass":"Cross-channel reach is not added without reconciliation"},
    {"id":"12","name":"Invalid and non-human activity","evidence":"Platform filters, bot rules and anomaly review","pass":"Known invalid activity is excluded and unknown risk disclosed"},
    {"id":"13","name":"Relevance and prominence","evidence":"Rule for brand centrality, placement and creative visibility","pass":"Passing mentions and substantive coverage are not equal"},
    {"id":"14","name":"Sentiment governance","evidence":"Classifier, language coverage and human-review threshold","pass":"Material mixed or negative items receive review"},
    {"id":"15","name":"Market comparable","evidence":"Market, format, audience, date and rate source","pass":"The comparable resembles the attention being valued"},
    {"id":"16","name":"Time and decay policy","evidence":"Collection window and treatment of later discovery","pass":"Late views follow a predeclared inclusion rule"},
    {"id":"17","name":"Uncertainty and coverage","evidence":"Input ranges, missing channels and evidence grade","pass":"Result includes a range and coverage statement"},
    {"id":"18","name":"Outcome separation and reproducibility","evidence":"Versioned ledger, assumptions and separate outcome record","pass":"An auditor can trace the estimate; ROI remains separate"}
  ]
}