Our advertiser-led, multi-stakeholder programme (‘Halo’) has been breathing life into a new technological framework.
The Halo Framework incorporates an innovative set of technologies that empower local markets to use data assets like panels and exposure events to create measurement reports that are available via a set of Halo APIs. The resulting measurement is intended to meet the needs of the most ambitious advertiser use cases and the demands of media owners for content measurement.
The initial objective is the secure computation of reach and frequency measurement reports, but with a roadmap that includes outcomes measurement.
The Halo Framework is built around two technological pillars:
- The Virtual People Framework
- The Private Reach and Frequency Estimator (PRFE)
WFA is working with its network of National Advertiser Associations to support deployments of the Framework. ANA and ISBA (Origin) are taking the lead, with exciting local pilots running concurrently, both based on the foundational ‘common components’ being developed by Halo.
The Introduction document includes a detailed explanation of how the Halo technology works and some considerations for local markets considering this as a solution for their market.