WFA Readies Cross-Media Measurement Standard

The goal is to stop showing people the same ad over and over again

The World Federation of Advertisers (WFA) has released a framework for cross-media measurement, what it calls the “holy grail” for marketers.

Given the fragmentation of media consumption, the aim is to manage how many times someone sees the same ad on all their devices, and then measure the results of those campaigns across all forms of media. In theory, this will help marketers better coordinate ad delivery across linear TV, online—including social platforms and mobile—and everything else in between.

Matt

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