"WFA says it has cracked cross-media measurement" screamed the headline in Campaign last week. The body of the article of course was a lot less hysterical. Campaign headlines sometimes err on the side of over-enthusiasm, but this example really doesn’t do anyone any favors. This is not to diminish the ambition of the World Federation of Advertisers in entering the bear-pit of cross-media measurement. They’ve done a fine job defining the task, specifically around understanding more about the net reach delivered via (in particular) Google and Facebook, and to edge towards some standardization in certain definitions. They have delivered a framework covering Governance, Standards and Metrics, Privacy and Technical Infrastructure.
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