{"id":5969,"date":"2021-05-26T13:44:38","date_gmt":"2021-05-26T17:44:38","guid":{"rendered":"https:\/\/acaweb.ca\/en\/?page_id=5969"},"modified":"2021-06-18T16:32:26","modified_gmt":"2021-06-18T20:32:26","slug":"cross-media-measurement-solution-in-the-crosshairs","status":"publish","type":"page","link":"https:\/\/acaweb.ca\/en\/leadership\/strategic-priorities\/media-measurement\/cross-media-measurement-solution-in-the-crosshairs\/","title":{"rendered":"Cross Media Measurement Solution in the Crosshairs"},"content":{"rendered":"

May 27, 2021: <\/strong>Last fall, the Association of Canadian Advertisers (ACA) announced the formation of a Cross Media Measurement Committee<\/a> (CMM Committee), appointed to address the needs of advertisers through the implementation of a standardized approach to unified cross-media measurement in Canada.<\/p>\n

Accurate media measurement across multiple platforms will deliver unduplicated reach and frequency, allowing for more effective media spend and improvement of the consumer ad experience. <\/p>\n

The ACA initiative is part of a global plan, spearheaded by the World Federation of Advertisers (WFA), who developed an advertiser-centric Framework and Technical Proposal<\/a> last year. <\/p>\n

The Association of National Advertisers (ANA) in the U.S. and the UK\u2019s national advertiser association, ISBA, are currently implementing the WFA\u2019s global common components with individualized local adoption. All code developed, as well as subsequent market roll outs, will be open source and available to the industry, including Canada. <\/p>\n

Canada \u2013 A Fast Follower<\/h2>\n

Building on and applying the global learnings of the WFA, ISBA and ANA, the ACA\u2019s CMM Committee is now starting the process of identifying what the development and implementation of a solution could look like in Canada. <\/p>\n

Consistent with the WFA\u2019s North Star Principles below, the solution will seek to fulfill advertisers\u2019 needs of full life-cycle measurement that is continuous, comprehensive and full-funnel. This will improve optimization across channels, reduce media spend waste and improve outcome measurement, leading to greater ROI and accountability. Consumers will benefit from improved ad experience with reduced frequency. It will also provide advertisers with valuable data while ensuring there is no risk of re-identification of the consumer, thereby maintaining consumer privacy.<\/p>\n

WFA\u2019s \u201cNorth Star\u201d principles:<\/p>\n

\"The<\/p>\n

ACA\u2019s Cross Media Measurement Committee currently includes members representing 10 national Canadian advertisers:<\/p>\n