Cross-Media Measurement

Cross-Media Measurement

Cross-Media Measurement

Changing the face of cross-media measurement through a powerful global collaboration

Coordinated by global brands and leading national advertiser associations, and with involvement from partners from across the ecosystem, WFA has been facilitating a programme to expedite the implementation of a new wave of cross-media measurement solution.

The barriers to delivering better solutions worldwide are more political and commercial than technological. Our approach to break the deadlock has been to start with the advertiser.

We believe that most progress can be made, and consensus arrived at, when the industry aligns around advertiser needs, as documented in the WFA Industry Framework, Establishing Principles For A New Approach To Cross-Media Measurement.

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Innovative technology in step with advertiser needs

Companies participating in the WFA programme, including digital platforms, were asked to collaborate on a technical design, in step with the principles laid out in the WFA Industry Framework, as a candidate for local piloting. The development of this design was overseen by members.

Panels are not a new feature in media measurement, and the WFA Technical Proposal continues to rely upon these. But, in our view, panels alone are not sufficient to measure the reach and frequency of campaign audiences across the combined highly fragmented worlds of TV and digital.  

We propose to use panels combined with the census log data (i.e. impression data) from digital publishers. This hybrid approach ensures that any metrics the system produces are both accurate and independent.

We propose to use other innovative technologies to combine impression data, to make sure we are accurately de-duplicating reach and frequency, while respecting user privacy. Specifically these technologies include a ‘Virtual ID’ and a ‘Sketch’ based private Reach & Frequency Estimator, which leverages Multi-Party Computation (MPC).

All these components meet the guiding advertiser principles set out in the WFA Industry Framework, and when combined as a working measurement service, potentially provide a powerful means of measuring impressions across screens.

The Proposal has been through an international peer review exercise to provide clarity to the industry on how it works. The ANA (US) and ISBA (UK) are now independently exploring how the work of the peer review can be taken a step further with extensive local validation and piloting.

Enter ‘Halo’, a game-changing collaboration

WFA has been facilitating a programme to develop open-source code for the components common to both local pilots. A team of software engineers from global digital media companies and measurement companies are collaborating with WFA, ISBA and ANA. This team is Halo – a group of stakeholders joining forces under the WFA’s facilitation.

Be they advertisers, platforms, measurement companies or broadcasters, members of Halo are keen to contribute to the development of a solution which will deliver material benefits for their organisations, and to the wider industry as well.

Beyond the pilots in the US and UK, WFA plans to focus the resources of Halo on other local markets, to help advertiser-led groups solve one of the most persistent challenges faced by our industry.

Halo is not exclusive. Organisations who want to join our programme, to advance how they measure, should get in touch with Matt Green.

What industry leaders are saying

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