Real concern was expressed that cross-media measurement initiatives could result in an equalising of impressions regardless of the environment – a commoditisation of advertising. Our sell side experts felt it vital that any system should take account of attributes such as the quality of environments the size of screens, premium content and brand safety.
From a media agency perspective there is a clear imperative around cross-media measurement to understand reach across platforms and optimise frequency. Integrating walled garden platforms into measurement of digital video is a priority, but it has to be said that whilst there is support for the principle of the WFA ’North Star’, there is less consensus around whether this will be realised via new, separate initiatives like Project Origin in the UK.