- The ACA is beginning the process of issuing a Request for Information (RFI).
- It will enable an industry solution for cross-media measurement, beginning with cross-video platform measurement.
Toronto, February 7, 2024: The ACA is pleased to announce it is beginning the process of issuing a Request for Information (RFI) which will enable an industry solution for cross-media measurement, beginning with cross-video platform measurement.
The announcement comes after the recent conclusion of the Industry Measurement Advisory Group’s (IMAG) mandate, known as Project Vista. Under the direction of IMAG’s Executive Committee, Project Vista brought the Canadian media industry together to address the cross-video platform measurement needs of advertisers and agencies, as well as the capabilities of media providers to meet those needs.
Judy Davey commented on the ACA’s decision to lead an industry RFI, saying, “The work of IMAG is a great testament to the power of collaboration by the key stakeholders and associations in our industry. We are proud to have been part of this historical decision to address the evolving needs of the media industry today, with a lens to the future. We thank our co-chairs Catherine MacLeod and Jennifer Holgate for their contributions to IMAG’s final report, which will now serve as the foundation of the requirements we must address as we begin the RFI process.”
To ensure an effective and efficient RFI, which is planned to begin in the coming months, the ACA is seeking support from industry stakeholders with advanced technical and project management expertise.
ABOUT THE ASSOCIATION OF CANADIAN ADVERTISERS
The ACA is a participant in the World Federation of Advertisers’ (WFA) Halo program, which aims to expedite the implementation of a cross-media measurement solution globally. The Halo program is the only global advertiser-driven, open-source, neutral cross-media measurement framework and is designed to enable the most advanced and scalable privacy-preserving technologies to allow advertisers to have a holistic view of their marketing spend. ACA chose to be a Halo fast follower, evaluating and learning from the pioneering work that the ANA and ISBA/Origin are doing in the US and UK and sharing that knowledge with the Canadian industry.
The ACA Cross-Media Measurement Committee’s mandate is to oversee, expedite, and enable the collaborative implementation of a cross-media measurement solution in Canada within an appropriate timeframe while maximizing learning from other markets. www.acaweb.ca
ABOUT IMAG
The Industry Measurement Advisory Group (IMAG) was founded by the ACA, the Canadian Media Directors’ Council, the Association of Creative Communication Agencies, thinktv, and Numeris in June 2022. Catherine MacLeod (President & CEO, thinktv) and Jennifer Holgate (Director, Cross Media Measurement, ACA) served as IMAG’s co-chairs.
Building on the WFA ‘North Star’ Principles for Cross-Media Measurement, IMAG brought together local, regional, and national stakeholders in both official languages from across the advertising ecosystem to conduct a market assessment of cross-platform video measurement needs, capabilities, and gaps. Using this data, IMAG was able to obtain consensus among its member companies on three key principles for cross-platform video measurement in Canada:
• Cross-platform deduplicated video ad reach and frequency;
• Consistent impression-based, viewable ad measurement; and
• Cross-platform ad optimization
With privacy-compliant, transparent, cross-media measurement, marketers and their agencies can more accurately plan and optimize their media investments, while media providers can better substantiate the effectiveness of their advertising platforms. Significantly, consumers will also benefit from the initiative, enjoying a better advertising experience built on optimized frequency and deduplicated reach.