The World Federation of Advertisers (WFA) has collaborated with some of the world’s biggest businesses to deliver both a framework and technical solution it claims will help the industry advance towards the “holy grail” of cross-media measurement.
The proposal seeks to give advertisers a much greater understanding of the reach and frequency of their advertising efforts across TV and digital media and will initially be tested out by brands in the UK and US.
A plan to standardise cross-media measurement
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Last year, the WFA formed a Cross-Media Working Group – led by the likes of Unilever, Coca-Cola and P&G – <a target=_blank href="https://www.thedrum.com/news/2019/10/04/wfa-lays-out-its-go-forward-plan-standardize-cross-media-measurement" Read full story ›
Source: The Drum
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