Brands and industry bodies join forces to form the Cross Media Working Group

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 07, 2019, 7:27 AM UTC

Digital platforms such as Facebook, Google and Twitter will also be participating.

A global initiative called the Cross Media Working Group has been launched to build consensus on principles involved in cross-media measurement. Mastercard, Procter & Gamble and Unilever among others are participants.  

It also includes companies part of the World Federation of Advertisers’ (WFA) Global Media Board. Association of National Advertisers (ANA) and UK’s ISBA are a part as well. The initiative aims to speed up the implementation of consistent measurement that doesn’t require a market-specific solution.

As per WFA, the group has been meeting for “several” months and did so recently for Advertising Week in New York, where areas to build consensus were identified. These are privacy, connecting data sources, developing metrics and definitions to conduct a like-for-like media comparison and ensuring objectivity and enable decision-making.

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