Unilever launches cross-media measurement initiative

The FMCG giant is developing the system alongside partners including the World Federation of Advertisers (WFA). According to the company, the approach will combine existing industry measurement tools into one model to measure campaigns’ audience, audience reaction, impact and sustained impact over the short, medium and long-term. 

The move follows the launch of Unilever’s Responsibility Framework in 2018. In the last year, the company said it has made "significant steps" towards building a model that will give brands "real transparency of media performance", working "closely and proactively" with digital advertising and measurement partners.

Facebook, Twitter, Google, Kantar and Nielsen are among the companies working on the initiative, and Unilever has called on more brands, platforms and publishers to join its efforts to help develop the model.

Keith Weed, chief marketing officer at Unilever, said: "Our partnerships have been, and will remain, instrumental in developing an always-on, privacy-safe model for cross media measurement. We are hugely encouraged that our digital and measurement partners worked with us to enable these significant steps towards solving the challenge of holistic media measurement. This represents a genuine willingness across the industry to find creative, effective solutions to shared issues.

"We look forward to welcoming other leading advertisers and industry associations to the initiative to help address this industry challenge."