The International Knowledge Exchange, which was launched earlier this year, allows media and advertising firms to share insights about the latest developments in measurement across the US and Europe.

The partnership will include twice-yearly programmed events, with the first including the EACA and WFA to take place online on 29^th November, covering subjects such as new approaches to measuring media value and the role of attention and its impact on both planning and activation strategies.

Jon Watts, managing director at the CIMM, said: “CIMM’s members are keen to learn about the latest developments and innovations in measurement, new metrics and the use of data across the ecosystem – and spaces like the Exchange can play a hugely valuable role. We’re especially delighted to have the buy-side – the WFA and EACA – getting involved in the initiative.”

Anders Rune, head of TV research at EGTA, said: “Measurement as we know it is becoming more complex and competitive. With new solutions, metrics, industry initiatives and frameworks being introduced – attracting both interest and investments – we’re delighted to have EACA and WFA join us in our effort through the exchange to increase collaboration and understanding across markets.”

Matt Green, director, global media services at WFA, said: “The progression of our industry towards being more ‘pro-user’ and ‘privacy-first’ is to be encouraged, but this evolution is eroding much of the measurement infrastructure we’ve traditionally relied upon, making harder what was already a challenged discipline.

“New collaborations will increasingly be required to solve our measurement challenges. WFA is delighted to work with our partners spanning all corners of the industry on the International Knowledge Exchange.” 

Johan Boserup, media agency chair at EACA, said: “The EACA and its agency members are looking forward to discussing new opportunities, and how we can collaboratively develop and adopt holistic measurement solutions to enhance transparency, and deliver optimum media value to advertisers.”