Simon Gwynn
Jan 30, 2019

Unilever calls on brands to join pioneering cross-media measurement initiative

Partners include Facebook, Google, Kantar and Nielsen.

Unilever has called on brands, platforms and publishers to join efforts to create a measurement system that would allow advertisers to measure campaign audience, audience reaction, campaign impact and sustained impact over the short, medium and long term across digital, TV and social media.

The FMCG giant said it had already made significant steps towards building a model that offered real transparency of media performance, assessing unduplicated reach and impact across publishers, platforms and...

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