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| Cross-Platform Measurement Council | |
|---|---|
| Name | Cross-Platform Measurement Council |
| Formation | 2019 |
| Type | Industry consortium |
| Headquarters | New York City |
| Region served | Global |
| Membership | Major technology, advertising, and media companies |
| Leader title | Chair |
Cross-Platform Measurement Council The Cross-Platform Measurement Council is an industry consortium established to align measurement practices among major technology platforms, advertising buyers, publishers, and research organizations. It brings together stakeholders from companies such as Google, Facebook, Amazon (company), Apple Inc., Twitter, Microsoft, Netflix, Comcast, The Walt Disney Company, Verizon Communications to reconcile disparate metrics across digital, television, and streaming environments. The council engages with standards bodies like Interactive Advertising Bureau, Media Rating Council, Network Advertising Initiative, World Wide Web Consortium, Internet Advertising Bureau and research institutions including Nielsen Holdings, Pew Research Center, MediaLink to produce cross-industry guidance.
The council functions as a convening body where representatives from Procter & Gamble, Unilever, Omnicom Group, Publicis Groupe, WPP plc, Dentsu work alongside technology firms and broadcasters such as CBS Corporation, WarnerMedia, Sony Corporation, Roku, Inc., Hulu, AT&T to harmonize audience measurement. It coordinates with regulatory and standards entities including Federal Trade Commission (United States), European Commission, Ofcom, Australian Communications and Media Authority to ensure interoperability and compliance. The council publishes guidance intended for use by agencies like GroupM and Starcom and research groups such as Forrester Research, Gartner, Inc., eMarketer.
The council emerged from industry responses to fragmentation described in reports by Nielsen Holdings, IAB Tech Lab, Accenture, McKinsey & Company, and deliberations at conferences like Advertising Week, CES, SXSW. Founding dialog included executives from Time Warner, NBCUniversal, The New York Times Company, Hearst Communications, Condé Nast, and consultants from Deloitte, PwC, KPMG, EY. High-profile sessions coincided with debates involving European Data Protection Board, California Consumer Privacy Act, General Data Protection Regulation and litigation such as cases against Cambridge Analytica and settlements with Facebook. The council formally announced initiatives at summits featuring speakers from IAB, Media Rating Council, ANA (Association of National Advertisers), Advertising Research Foundation.
Membership comprises corporate members, agency partners, measurement vendors, and academic advisors from Columbia University, Stanford University, Massachusetts Institute of Technology, University of California, Berkeley, and think tanks like Brookings Institution, RAND Corporation. Governance structures borrow models from World Wide Web Consortium and IETF with steering committees, technical working groups, and advisory panels including representatives from Nielsen, Comscore, Kantar, Ipsos, GfK. Leadership rotates among chairpersons drawn from member companies such as Google, The Walt Disney Company, Procter & Gamble, with oversight interactions reported to industry bodies like Interactive Advertising Bureau and Media Rating Council.
Primary objectives include creating interoperable metrics for cross-screen currency, harmonizing definitions of impressions and viewability across platforms like YouTube, Hulu, Netflix, Amazon Prime Video, and developing privacy-conscious identity solutions in response to policies from Apple Inc. and regulatory frameworks like GDPR. Activities encompass convening working groups, producing white papers, running pilot measurement studies with partners including Nielsen, Comscore, Kantar, coordinating with agencies such as GroupM, IPG Mediabrands, and launching educational seminars at events like Advertising Week and CES.
Methodological work addresses audience modeling, deterministic and probabilistic identity resolution, currency measurement, and reconciliation of server-side, client-side, and panel-based data. The council evaluates techniques used by Nielsen, Comscore, Kantar, Ipsos, comparing with programmatic metrics from The Trade Desk and attribution providers such as Oracle (company), Adobe Inc.. It develops standards referencing technical specifications from IAB Tech Lab, W3C, and measurement accreditation practices promoted by Media Rating Council. Methodologies prioritize transparency, reproducibility, and privacy alignment with California Consumer Privacy Act and General Data Protection Regulation requirements.
The council influenced adoption of unified metrics among leading media buyers and publishers, prompting changes at outlets like The New York Times, Facebook, Google, YouTube, Roku, Inc. and broadcasters such as CBS Corporation and NBCUniversal. Critics from advocacy groups like Electronic Frontier Foundation, academics at Harvard University, Stanford University, and privacy-focused organizations raised concerns about consolidation of measurement power and conflicts of interest involving major platform members including Google and Facebook. Antitrust authorities including Federal Trade Commission (United States) and Competition and Markets Authority scrutinized potential anti-competitive effects, while journalists at The Wall Street Journal, The New York Times, Financial Times reported on transparency and governance issues.
Notable outputs include pilot reconciliation studies with Nielsen, cross-platform ad effectiveness reports co-authored with Forrester Research and Gartner, Inc., technical specifications aligned with IAB Tech Lab standards, and privacy frameworks responding to GDPR and California Consumer Privacy Act. High-profile initiatives involved collaboration with The Trade Desk, LiveRamp, Adobe Inc., Oracle (company), and broadcasters like WarnerMedia to test unified reach measurement, and reports presented at industry gatherings such as Advertising Week, CES, and SXSW.
Category:Industry consortia