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Halo Cross-Media Measurement Initiative

Advancing the advertising industry’s ‘North Star’ for cross-media measurement through a voluntary, adaptable and accountable open-source framework - for everyone in the media ecosystem.

Halo Cross-Media Measurement Initiative

The media landscape has grown increasingly fragmented and atomised, requiring WFA members to now use nine touchpoints on average to reach their audiences! In order to understand how media is being consumed across this highly complex landscape, measurement needs to improve. The industry needs accountable, neutral cross-media measurement.

The Halo initiative — proposed by WFA members and a community of stakeholders — is a response. The open-source, transparent, privacy-centric and pro-competition framework is freely available for any measurement company or Joint Industry Committee (JIC) to adopt.

Halo Summit 2024 NY (2)

Why WFA supports this approach

  • Industry-Centric: addresses industry inefficiencies and shortcomings manifest from siloed or proprietary measurement systems by proposing a framework rooted in ‘North Star’ industry principles.
  • Open & Adaptable: entirely open-sourced under Apache 2.0, with no licensing fees or IP barriers. Everyone from local JICs to global measurement companies can contribute, review, use or adapt the code.
  • Voluntary & locally governed: use (or don’t use) the Halo resources as required. Halo is designed to enable local organisations and empowers them to choose metrics, auditing and governance, as suits their jurisdictions.
  • Privacy-Centric: designed around advanced privacy-preserving techniques such as secure multi-party computation and the Virtual People Framework (VPF).

Halo is not an ‘off-the-shelf’ tool, however. Nor is it a complete ‘standard’. The framework provides core code components which require development. Not to mention partner support with critical data assets, such as audience panels and model training.

We welcome you to explore how the Halo initiative can help you as you seek to enhance cross-media measurement. Let’s shape an ecosystem where advertisers, media owners, agencies, and measurement providers collectively benefit from a more transparent and effective approach.

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.

Kanishka Das, Senior Director, Global Media Analytics & Insights, P&G