Global push for cross-media measurement

Some of the world’s biggest brands, including Mastercard, Proctor & Gamble and Unilever, have joined forces to launch a global initiative to build consensus on key principles for cross-media measurement.

The Cross Media Working Group is made up of leading brands from the World Federation of Advertisers’ Global Media Board, as well as industry bodies like the Association of National Advertisers (US) and the UK’s ISBA.

ACA (Canada), OWM (Germany), Swedish Advertisers and Union des Marques (France) are also participating, alongside several major digital platforms and publishers, including Facebook, Google and Twitter.

Other participants include representatives from all the major advertising holding groups and the Media Ratings Council (MRC), which recently released its own cross-media measurement standards that the WFA said are a “critical reference point” for the new group.


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