Canadian association appoints lead for cross-media measurement initiative

To strengthen efforts to improve cross-media measurement (CMM) in Canada, the Association of Canadian Advertisers (ACA) has appointed Jennifer Holgate as Director, Cross Media Measurement.

ACA is involved in WFA’s ongoing work to develop a common CMM system that can be adapted to the needs of local markets, and is following closely the progress of pilot projects in the UK, ISBA’s Origin, and the US, the ANA’s CMM initiative. A pilot project in Canada is planned to be announced in late 2022.

Jennifer will drive and enable the collaborative implementation of a unified solution for Canada through the association’s advertiser-led committee launched in October 2020. ACA’s CMM Committee aims to build a blueprint for Canadian implementation, working together with agencies, broadcasters, publishers, research providers and other industry associations.

“With the pandemic driving a significant change in media consumption and consumer behaviour, the need for cross-media measurement has never been greater. I am really looking forward to bringing all parties together to deliver a truly successful approach that will meet the needs of consumers, media, advertisers, and agencies”, Jennifer said.

Prior to joining ACA, Jennifer held various senior roles in the marketing, media and agency side. She was previously VP Marketing Communications and VP Walmart Media Group at Walmart Canada, VP Product Innovation & Multiplatform Media Solutions at Rogers Media, and SVP Digital & Integration Planning at Starcom MediaVest Group.

For more information, contact ACA.