Cross-Media Measurement

Cross-Media Measurement

Cross-Media Measurement

An industry framework for establishing a new approach to cross-media measurement

WFA has been pursuing the definition of global, advertiser-centric but industry-wide principles and frameworks, that can underpin a new wave of cross-media measurement services, with a view to going further than what is currently in place anywhere in the world.

Our objective is to expedite the implementation of such services in order to introduce global consistency in approach to cross-media measurement. And our approach 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.

This is not a problem resolved over-night - it’s an on-going process. The start-point is coalescing the industry around commonly understood, and agreed upon, principles which can be evolved over time as implementations take shape.

The WFA Industry Framework is this start-point. Fundamental to this Framework is the Advertiser ‘North Star’, which should guide how the industry develops cross-media measurement solutions:

the new approach

Advertiser Needs ('North Star')




Tagless, always-on, data capture


TV & all digital (video + other formats)


Outputs and outcomes measurement

Industry requirements (Advertiser Supported)


Respect for consumer & no risk of re-identification


Neutral service with metrics for comparability


Enshrined through regular audits


Measuring ads and editorial context/content

Developing a design for cross-media measurement technological infrastructure

As a follow-up to the Framework, WFA and members asked companies on the sell-side, including the digital platforms, to collaborate on a technical design proposal as a starting point for industry discussion. This proposal should be an open sourced approach available to the industry which meets the advertiser North Star vision, and principles, outlined in the WFA Framework.

This is now done and the design will be made available to industry stakeholders (including advertisers, agencies, broadcasters and others) for peer review, with the express intent of developing a high-level industry-endorsed blueprint, which could form the basis for local market technical implementations.

The WFA and its members welcome this work and our request to all stakeholders is to engage in the peer review process, and to help further develop this draft design. Only through broad industry collaboration can we successfully serve the needs of the entire advertising ecosystem

What industry leaders are saying

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