In February 2019 the World Federation of Advertisers (WFA) and the Association of National Advertisers (ANA) announced their global plan to ensure the kind of cross-platform audience measurement they need. Their main concern was the ability to measure the amount of frequency their ads get within each segment of the audience. They were prescriptive that both big data and panel data were to be used together to provide maximum accuracy, precision, stability and persons level viewing data -- not just household/device level data. They were open-ended in allowing that Virtual IDs ("VIDs") could be used if necessary.
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