- The Association of National Advertisers (ANA) has announced a new entity, Aquila, that’s being established to operationalize and execute a cross-media measurement (CMM) solution within the U.S., in accordance with a press release.
- Aquila will support a broad range of use cases for planning, optimizing, post-campaign reporting and end result measurement to deliver a privacy-by-design, neutral and transparent system. Leadership features a coalition of ANA member advertiser corporations and platforms including Google, Meta, Amazon and TikTok.
- Aquila has also contracted with Kantar Media to construct a single-source cross-media calibration audience panel within the U.S. and may also work with Accenture for an upfront phase of planning for the answer’s rollout and the definition of its technology requirements.
The ANA has been working on a system that will enable advertisers to measure linear and non-linear promoting, which might give them the power to higher control the reach and frequency of their promoting campaigns, for nearly three years. The trade association has brought in partners similar to VideoAmp and Comscore to work on the project, in addition to other groups including the American Association of Advertising Agencies and the Video Advertising Bureau. Now, the system is nearing prime time.
“After sufficient testing and validation, Aquila is moving the CMM initiative to the following phase of bringing a scaled CMM solution to the U.S,” said Bill Tucker, who will lead Aquila as president and oversee the CMM efforts, in an announcement. “This will unlock substantial value for all stakeholders and deliver an improved ad experience for all audiences and segments through transparent measurement.”
Aquila will deploy a “principles-based approach to deliver a privacy-by-design, neutral and transparent technical solution” using a collection of “privacy-preserving technologies,” in accordance with the ANA. Aquila is analogous to, but in addition complementary to, other measurement systems created by other trade associations, including ISBA’s Origin and WFA’s HALO.
While the Media Rating Council has served as an independent advisor to the CMM initiative, it has not been an element of the ANA’s selection strategy of solution partners and the ANA will seek to get MRC accreditation. The ANA estimated that its CMM initiative will eliminate $50 billion in wasted spending over a three-year period by improving media productivity and eliminating excess frequency.
“The ANA’s progress is a step in the appropriate direction to unify the industry to attain a deduplicated reach and frequency cross-media measurement solution that can enable marketers to deliver a greater consumer media experience while avoiding unnecessary waste,” said Kanishka Das, senior director of worldwide media, analytics and insights at Procter & Gamble, in an announcement. Das can be the marketer chair of the founder’s coalition of the CMM initiative.
According to MediaPost, Aquila shall be established as a for-profit entity throughout the nonprofit ANA. The intention will not be for it to be a profit center, but reasonably for it to be “self-sustainable.”
Read the total article here
