Coordinated by global brands and leading national advertiser associations, and with involvement from partners from across the ecosystem, WFA has been facilitating a powerful programme of work designed to expedite the implementation of a new wave of cross-media measurement solution, globally.
Our work began with the establishment of advertiser-centric ‘North Star’ principles.
As a follow-up, with advertiser oversight, a WFA working group produced a new technological concept, designed to measure cross-media Reach and Frequency, which met both buy-side and sell-side needs.
Our advertiser-led, multi-stakeholder programme Halo has been breathing life into this concept. Principally this has been through the production of open-source software code, available to anyone wishing to deploy our pioneering new approach to measurement.
ANA and ISBA (Origin) are taking the lead, with exciting local pilots running concurrently, both based on the foundational ‘common components’ being developed by Halo.
We are working with our network of National Advertiser Associations to support deployments of the same technology elsewhere in the world.
Halo continues to conduct research and development into more advanced measurement use-cases (e.g. attention, MMM, MTA, lift, etc).
We need complete, open, transparent and future-proofed cross-media measurement to enable consumers to have a better viewing experience.