By Rahul Sachitanand
After more than 18 months of work, the World Federation of Advertisers has unveiled an advertiser-centric framework for cross-media measurement and a proposed solution designed to give advertisers a much greater understanding of the reach and frequency of their advertising efforts.
The proposal was developed in partnership with digital platforms, including Facebook and Google, and will now be tested in the UK and US, with industry bodies ISBA and the ANA, respectively, leading the efforts.
The WFA worked with national advertiser associations over the past 18 months to create the framework, which identifies advertisers’ cross-media measurement needs, as well as
To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.
