P&G is proud to be at the forefront of this breakthrough initiative. We need complete, open, transparent and future-proofed cross-media measurement to enable consumers to have a better viewing experience with less annoying repetition.
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We operate in a highly fragmented media landscape with missing cross-market measurement techniques and inconsistent, unstandardised, proprietary tools. The consequences are inefficiency and wasted budget, complexity and incomplete decisioning and more.
Measurement needs to improve. Advertisers have been clear about their needs and expectations for cross-media reach and frequency measurement…The WFA ‘North Star.’
Halo is the industry’s response. An innovative cross-media measurement technology framework, designed to power locally-owned solutions, such as ISBA’s Origin programme (UK) and ANA’s Aquila programme (US). The product of these solutions, we believe, is better, more granular data, increased effectiveness, fewer wasted ad dollars and better marketing.