A lack of transparency, coupled with the inability to compare cross-platform, has left brands crying out for greater clarity on their media investments. Now a movement is building towards new standards in global media management, which only looks set to gain momentum as we enter 2020.
P&G chief brand officer, Marc Pritchard, is adamant that the time for talking about cross-platform media transparency is over. Likewise, executive vice president of global media at Unilever, Luis Di Como, has described cross-media measurement as a “critical component” that allows for “real transparency of media performance, assessing unduplicated reach and impact across publishers”.
Both FMCG organisations have teamed up with a host of other high-profile brands, including Mastercard and EA, on a global initiative pushing for improved clarity on media measurement.
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