Advertisers’ protracted pursuit of cross-media measurement is gathering pace.
By Seb Joseph
It took a minute, but marketers could soon be able to see what proportion of people saw their ad on online video and TV versus TV only.
That’s if the next few months go to plan for the ad industry’s latest collective attempt at cross-media measurement. A prototype of the platform, called Origin, is currently in development with the aim to have a real service that marketers can trial sometime next year.
It’s led by the U.K. advertiser trade body Incorporated Society of British Advertisers and its counterpart in the U.S. the Association of National Advertisers after both decided to pool their own individual attempts at cross-media measurement together.
The combined effort will be based on a list of requirements advertisers want from cross-media measurement provided by the World Federation of Advertisers as well as a set of principles on how those demands can be met, from data standards to privacy. Origin plans to use recently updated global standards from the Media Ratings Council for impression data collection.
Usually, moves like this are controlled and confined to a handful of stakeholders. This time, though, Origin is being open-sourced. So other markets will be able to access the Origin code and build their own version of it specific to the needs of local stakeholders. And because the code is openly accessible it’s transparent.
“There’s a program at work now which is developing code that will be open-sourced to the industry that is owned by ISBA and the ANA but facilitated by the WFA,” said Matt Green, director of global media services at the WFA. “This code would be leveraged in the U.K. and the U.S., but it will be accessible to other associations to be used across the world license-free. It’s always been our objective at the WFA to try and create a Mexican wave [think soccer fans lifting out of their seats] of sorts whereby many markets adopt the technology.”
The development process is gathering pace. There’s a pitch out to find a measurement vendor to measure whether the ads are seen across the different platforms and by which audiences as well as to validate and correct any first-party data from publishers and platforms.
From the outset, it all sounds similar to previous attempts at cross-media measurement.
Where Origin really differs, however, is the involvement of the major online platforms including Google, Amazon, Facebook, Snapchat and TikTok. Each platform has agreed in principle to let some of the ads in their ecosystems be tracked independently in a privacy-compliant way.
Details on how much of that data gets shared are yet to be finalized. But regardless of the eventual outcome, whatever data on campaign impressions that those media owners do decide to share will be matched with virtual IDs generated by Origin’s technology using a process known as probabilistic matching. From here, Origin can then deduplicate impacts across multiple IDs to infer whether the same person saw the same campaign across the different media owners.
The data matched to those virtual IDs …read more