Accurate global campaign measurement requires extraordinary levels of brand-publisher cooperation

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 10, 2020, 4:49 PM GMT+0

The World Federation of Advertisers (WFA) recently released a technical proposal for cross-media measurement framework.

The WFA proposal was the result of a yearlong discussion around measuring the reach and frequency of campaigns that run on both linear TV and digital channels, including Facebook, YouTube and CTV. Google, Facebook and Twitter along with industry groups like ANA and large advertisers, including Unilever and P&G, also participated in the discussion.

This model would use a combination of user panel with census data provided by participating publishers and broadcasters. It will give a “pseudonymized log file” with virtual IDs attached to each impression, overlaid with demographic data gathered from the panel.

Each publication can then perform some form of aggregation into “sketches” to ensure user privacy. But, the industry needs to achieve high levels of cooperation for a model like this to work.

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