A prototype display measurement assessment transfer standard (DMATS) is being developed by NIST to assist the display industry in standardizing measurement methods used to quantify the performance of electronic displays. Designed as an idealized electronic display, the DMATS sources model photometric and colorimetric measurement problems commonly encountered in measuring electronic displays. NIST investigators will distribute calibrated DMATS units to participating laboratories for measurement. Analysis of initial interlaboratory comparison results will provide a baseline assessment of display measurement uncertainties. Also, diagnostic indicators expected to emerge from the data will be used to assist laboratories in correcting deficiencies or in identifying metrology problem areas for further research, such as methods more specific to displays using new display technologies. The paper describes the design, construction and preliminary characterization of a prototype DMATS source. Also, the paper uses the prototype DMATS to illustrate several common measurement deficiencies.