WFA Launches Cross-Media Measurement Framework

The World Federation of Advertisers (WFA) has unveiled a framework for cross-media measurement, alongside a proposed technical approach meeting the principles outlined in it.

Developed in partnership with digital platforms including Facebook and Google, the technical approach uses a panel and census methodology (via publisher logs) to give advertisers an understanding of the reach and frequency of their campaigns across TV and digital media (including both video and other formats). In addition, it uses Virtual ID (VID) and differential privacy methods to preserve privacy while preventing double-counting of impressions across media. The approach has been through an international open comment and peer review exercise, and will now be tested in the UK and US, with ad industry bodies ISBA and the ANA respectively leading local efforts.

In addition, the WFA has worked with national advertiser associations over the past eighteen months to create the framework, which identifies advertisers' cross-media measurement needs, as well as the principles that advertisers believe all solutions should be bound by. This has involved cross-industry consultation with advertisers, agencies, broadcasters, measurement companies and platforms.

WFA CEO Stephan Loerke (pictured) comments: 'Advertisers have long struggled with poor quality data that doesn't allow them to properly assess how best to invest their ad budgets across multiple platforms and media. This body of work provides a blueprint to build a cross-media measurement solution that responds to advertiser needs. The WFA is proud to have facilitated this work in partnership with key markets, platforms and broadcasters and looks forward to seeing it widely implemented across geographies'.

Web site: www.wfanet.org .