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

In 2019, ACA became part of 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.

In the spring of 2021, the Cross Media Measurement Committee released details about the initiative, its members – representing 11 national Canadian advertisers, and a timeline for the project.

The ACA is currently in the process of hiring for a Director, Cross Media Measurement, to lead the initiative. Interested candidates can find more information on our Careers page.

Related Resources

Establishing Principles For A New Approach To Cross-Media Measurement

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