Comscore Begins ANA Cross-Media Measurement Test

US ad industry association the ANA is partnering with Comscore on a preliminary test as it seeks to develop a 'privacy-preserving cross-media measurement solution' for marketers.

The association's Cross-Media Measurement (CMM) initiative aims to improve audiences' experience of advertising through transparent measurement, as well as helping marketers with accurate metrics gathered in a privacy-safe manner. Following a planning phase of some months, a series of component pilot tests will now be launched to provide 'essential' details and information regarding the infrastructure needed to develop and implement a more integrated pilot.

The Comscore test will examine the Virtual People ID (VID) TV and digital audience measurement methodology, reporting both demographics and cross-platform deduplication, using synthetic identifiers rather than third-party cookies or mobile ad IDs. Its objective is to learn more about VID techniques as they apply to first-party television data given the varied distribution platforms in the US and the lack of inherent identity sources.

ANA EVP Bill Tucker, who is leading the CMM initiative, says the association expects to be in market with a CMM pilot towards the end of 2021 or in Q1 2022. He adds: 'Cross-media measurement has been a longstanding yet elusive goal for the marketing industry. This partnership with Comscore and the test we are conducting represents a significant step toward realizing our objective'.

Comscore CEO and Executive Vice Chairman Bill Livek says: 'It is a privilege to partner with the ANA to help advance cross-media measurement by joining TV and digital data in an innovative and effective manner. We're excited to begin validating the VID methodology, including television, using Comscore's set-top box and connected TV data sets'.

The ANA (Association of National Advertisers) is online at www.ana.net while Comscore's home page is at www.comscore.com .