The Halo Framework is at the core of this voluntary initiative: a set of free-to-use methodological principles and privacy-preserving technologies developed under the Apache 2.0 open-source license.
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.
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.
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.
That is why we want to let you know that we use cookies and similar technologies to measure traffic on and engagement with our website. That way we can remember your choices and preferences. Other than strictly necessary ones, cookies will only be set if you agree. Please indicate below which cookies and similar technologies you agree we may use:
