Establishing principles for a new approach to cross-media measurement - An Industry FrameworkIndustry Framework and Technical Proposal (2020)

Establishing Principles for a New Approach to Cross-media Measurement is an advertiser-centric Framework designed to give advertisers a much greater understanding of the reach and frequency of their advertising efforts.

The document was created thanks to an initiative spearheaded by the World Federation of Advertisers (WFA), in conjunction with global brands such as Mars, PepsiCo and Unilever, and leading national advertiser associations, including the ACA.

The Framework identifies advertisers’ cross-media measurement needs as well as a set of principles by which solutions should be bound.

The accompanying Technical Proposal: Cross-Media Measurement System for Reach and Frequency was developed in partnership with digital platforms, including Facebook and Google. It presents a real-world solution, which meets the principles outlined in the Framework related to transparency, neutrality, auditing and other issues.

Critically, the Proposal acknowledges that measurement is a local business and requires considerable local governance alongside the need for some global (or ‘common’) components to drive consistency and scale.

For more information on ACA’s cross-media measurement initiatives, visit the Current Initiatives page.

Download the Framework
Downlaod the Technical Proposal

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