Canada unveils cross-media measurement committee

The Association of Canadian Advertisers (ACA) has formed an advertiser-led committee to improve cross-media measurement in Canada.

The ACA Cross Media Measurement Committee aims to oversee the implementation of a unified measurement system in Canada, working with media owners, agencies, measurement companies and the martech industry to accelerate its implementation.

Judi Hoffman, Media Director, Marketing & Brand Operations of P&G Canada, will lead the new committee as its chair. She oversees creating media capabilities for brands like Tide, Crest, Pampers and Pantene and has proven leadership and expertise in cross-screen media planning and new media models.

Commenting on the need for a new measurement system, Hoffman said: “For many years, we have called for industry-wide media transparency. By developing a cross-media measurement solution for the industry, we will improve the consumer experience, eliminate waste, reach more people, and drive industry growth for all”.

The Committee’s work will be consistent with the WFA Cross Media Research Group’s industry framework and technical proposal published in September, which will initially be tested in the UK by ISBA’s Origin and in the US by ANA’s measurement initiative.

For more information, contact ACA.