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.

September 7, 2021: We have appointed former Walmart marketing and media executive, Jennifer Holgate, to Director, Cross Media Measurement. She will drive and enable the collaborative implementation of a cross media measurement (CMM) solution in Canada. Read the media release for more information.

Related Resources

ACA Cross Media Measurement Initiative – What is it?
The Halo Cross-Media Measurement Framework (WFA, ANA, ISBA)
Media Vendor Advisory Committee Measurement Capabilities Report – August 2023
Advertiser Agency Advisory Committee Needs Assessment Report – March 2023
Have we forgotten the people behind the data?
Establishing Principles For A New Approach To Cross-Media Measurement


Media Releases

(September 7, 2021) Former Walmart media exec tapped to lead ACA’s cross media measurement initiative
(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

Blog Articles

(April 2022) Have We Forgotten the People Behind the Data?
(February 2016) Experimental Design: Measuring Media Effectiveness

Have a question?

For more information, contact:
Judy Davey
VP Media Policy and Marketing Capabilities
416-964-2791 / 1-800-565-0109 / .