Discussions started in 2019 by the World Federation of Advertisers (WFA) and Association of National Advertisers (ANA) and their visionary step of asserting influence over the design and execution of cross-media audience measurement, led back about a year ago to longstanding concerns about quantifying the quality of the advertising impression in different media types. For if cross-media audience measurement were to equate digital ad impressions with television ad impressions on a one-to-one basis, practitioners feared that this would exacerbate the already excessive weight given to cost per thousand and further reduce advertising ROI and brand equity lift.
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