Marketers and their agencies are forced to work with siloed data, inhibiting integrated campaign planning and buying strategies.

In 2019, ACA became 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.

In the fall of 2020, the World Federation of Advertisers (WFA) unveiled an advertiser-centric Framework and Technical Proposal for a unified approach to cross-media measurement. Concurrently, the ACA formed the Cross Media Measurement Committee to address the needs of advertisers through the implementation of a standardized approach to unified cross-media measurement in Canada.

Member Alerts

Media Releases

(October 29, 2020) Change Is Coming to Cross Media Measurement in Canada
(September 24, 2020) Global Advertisers Unveil a Collaborative New Approach to Cross-media Measurement
(October 7, 2019) Global advertisers launch drive to establish cross-media measurement principles


(February 2016) Experimental Design: Measuring Media Effectiveness
(November 2013) Video, Video Everywhere: comScore’s multi-platform online measurement comes to Canada