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Global brands advance towards 'holy grail' of cross-media measurement

on Sep 16, 2020 | 0 comments

By Rebecca Stewart

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

  • 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="" Read full story ›

    Source: The Drum