On February 6, 2020, the Coalition for Innovative Media Measurement (CIMM), led by Jane Clarke and now part of the Advertising Research Foundation (ARF), held its Ninth Annual Cross-Platform Measurement and Data Summit. The event — attended by numerous agencies, major networks, and research companies — featured panelists from P&G, Mastercard, and Unilever, as well as Google and Facebook.
What happened that day has never before happened at CIMM Summits, nor anywhere else in the world. I was very happy to have been invited and experience it firsthand. The advertisers spoke with one voice, vowing to see to it that cross-platform measurement was fixed and providing specific requirements to do so.
The requirements have been collectively set. What are they?
The highest priority is the consumer ad experience. Advertisers will no longer tolerate not being able to maximize that experience. Ben Jankowski, global media group head of Mastercard, is leading the charge of the World Federation of Advertisers (WFA) along with Bill Tucker, group executive vice president of the U.S. Association of National Advertisers (ANA).
What's wrong with the consumer ad experience that they want to fix? A lot:
How do these ad executives plan to address and fix these issues?
Looking around at the superb research and data companies of today, they all have something unique and valuable to bring to the table. WFA/ANA's new can-do, get-it-done, no-stalling spirit creates an atmosphere that helps disenfranchised research companies and challenges incumbents, leaving plenty of room for them to step up.
Thinking about the companies that are best prepared to thrive in this new environment, 605 — a company I advise — is a major standout for many reasons. For one, it follows the same deterministic, transparent, cross-platform data quality track as TRA, a company I cofounded and sold to TiVo. However, 605 differs from TRA in a number of substantial ways. TRA started the big data, privacy-protected matching-for-ROI game, which is now being played by a thousand companies around the world.
But 605 has upped the game:
But every research company is in for a field day in this new world the advertisers are creating.
The advertisers are strongly stepping away from business as usual to achieve business as it should be and has to be. Innovation leaders within all companies of all types should pop the cork on the Dom Pérignon. Sure, it won't be as immediately perfect as I make it seem; there will be plenty of ups and downs along the way, as is human nature. But bring forward your best ideas now — because the time to seize the day has arrived.
Thanks to the ANA, ARF, CIMM, and WFA for leading the way.
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The opinions expressed here are the author's views and do not necessarily represent the views of MediaVillage.com/MyersBizNet.