GfK Ready with Full Cross-Media Ad Measurement

GfK has announced it now has all the assets needed to fully evaluate ads across media - including at a brand impact level. This involves the actual measurement of individual exposure to ads, as well as attribution of those exposures across multiple devices and different ecosystems.

The firm says through its new capability, it can help media agencies, publishers and advertisers identify when an individual is exposed to an ad on multiple devices, and unify the browser and app experience to enable a more accurate evaluation of the performance of ad formats, creative, and overall campaigns. These solutions are currently being used and optimized, and will be incorporated into GfK's existing portfolio, including the firm's Experience Effects communication trackers, from November.

Arno Hummerston (pictured), Global Director, Digital Market Intelligence, states: 'This time last year I was presenting at conferences and telling clients that the big issue in mobile advertising was that we couldn't evaluate ads properly - despite there being so much data around - mainly because of privacy and technology challenges. We are now able to bring cross-media clarity while fully adhering to privacy guidelines and laws'.

Separately, GfK has developed an approach with Facebook, to deliver evaluation of the effectiveness of advertisers' campaigns across all devices.

Web site: www.gfk.com .