In summary, we think that cross-media measurement solutions should be:

• Consistent and continous: solutions designed as 'always-on' data collection (not tag-based)
• Full-lifecycle: covering multiple campaign management use-cases, including planning, optimization and post-campaign reporting
• Comprehensive: covering all channels and formats with accuracy and scale (measuring all impressions, not just a sub-set)
• Full-funnel approach: measuring reach and frequency as a priority, but also other, more advanced measurements (i.e. outcomes, not just outputs)
• Fair & objective: metrics should employ qualifiers, such as viewability and direction, and solutions should be thorougly audited
• Private: solutions should be highly privacy-preserving and should be invase techniques, such as finger-printing
• Trusted & transparent: solutions should be industry-owned, employ representative panels and be comprehensively audited