Marketers and their agencies are forced to work with siloed data, inhibiting integrated campaign planning and buying strategies.
ACA has become part of a global working group dubbed the Cross Media Working Group, made up of some of the world’s biggest marketers and markets, tech firms, broadcasters, agency holding groups and advertising associations. The goal of the Cross Media Working Group is to speed up the implementation of more consistent measurement without having to invent a separate solution for every market. It aims to deliver on the challenges of third-party verification and measurement outlined in the WFA’s Media Charter.
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