ARF the Advertising Research Foundation
  • Membership
  • Research
  • Access Knowledge
  • Communities
  • Events
  • About the ARF

home

Membership

  • Committees & Boards
  • Events
  • Self Service Research
  • Member Bulletin Board

Research

  • Recent ARF Research
  • Programs & Resources
  • Research Focus Topics
  • ARF DASH: Annual TV Universe Study

Access Knowledge

  • Topics
    • Ad Effectiveness & ROI
    • Analytics & Data Science
    • Audience & Media Measurement
    • Creative & Branded Content
    • Past Event Highlights
    • Research & Data Quality
    • Targets & Segments
  • Find a Solution
    • 2023 Top Member Questions
  • Publications
    • News You Can Use
    • Knowledge at Hand
    • Journal of Advertising Research
    • CMO Briefs

Events

  • Upcoming ARF Events
    • View All Upcoming Events
    • Upcoming Conferences
    • Upcoming Young Pros
  • Insights Studios
    • Upcoming Insights Studios
    • Past Insights Studios
  • Town Halls
    • Upcoming Town Halls
    • Past Town Halls
  • Past Event Highlights
  • Submit

Communities

  • Young Pros
    • About Young Pros
    • Upcoming Events
    • Advisory Board
    • Young Pros Spotlight
    • Social Strategist Team
    • Past Events Highlights
  • Women in Analytics
    • About Women in Analytics
    • Board of Directors
    • Mentorship Program
    • Upcoming Events
    • Past Events Summaries
  • Councils
    • Learn About the Council Program
    • ANALYTICS COUNCIL
    • MSI/ARF B2B Exchange
    • CREATIVE COUNCIL
    • COGNITION COUNCIL
    • CROSS-PLATFORM COUNCIL
    • CULTURAL-EFFECTIVENESS COUNCIL
    • LA MEDIA RESEARCH COUNCIL
    • ORGANIZATIONAL COUNCIL
    • PHARMA COUNCIL
    • SHOPPER INSIGHTS COUNCIL
    • SOCIAL COUNCIL

About ARF

  • About the ARF
  • ARF Board of Directors & Trustees
  • ARF Leadership Team
  • Marketing Science Institute (MSI)
  • Coalition for Innovative Media Measurement (CIMM)
  • Member Directory
  • ARF Awards
  • ARF In the Press
  • Press Kit
  • Contact Us
  • NYU/ARF Certificate in Marketing Optimization & Insights Certificate
  • ARF WIDE
  • ARF DASH: Annual TV Universe Study

My Account

  • Login
  • Create an Account

Invalid login. Please try again.

Password does not meet the required minimum length of 7.

CROSS-PLATFORM MEASUREMENT Council

Council Objectives

The Cross-Platform Measurement Council seeks out best practices in cross-platform measurement by exploring and reporting on information from providers of cross-platform measurement, identity resolution, and attribution research about their methods, capabilities, and challenges. The council engages with relevant providers, issues reports, produces industry reviews, and hosts panels and events where research and measurement providers and their clients can present their approaches.

Working Group Missions

Identity Resolution

Online and Offline Measurement

Attribution

Provide understanding of how companies connect different digital devices to unique users and households – from planning to activation to measurement – including limitations and potential concerns associated with each use case. Analyze the technical perspectives of deterministic vs. probabilistic matching through an open dialogue on how to balance accuracy and scale. Collaborate with other industry bodies, including but not limited to IAB, MMA, NAB; connect with key players, address challenges and possible solutions. Establish an overview of leading approaches to integrate measurement of online and offline media at both the aggregate and individual level. Identify appropriate common metrics to describe behavior, online and offline.
Conduct research on how multi-touch attribution can allocate credit across channels (as opposed to attributing conversion across touchpoints within a single channel) and understand the challenges of attribution modeling and the ways the results are applied today.

Sponsored By

Additionally, the Cross-Platform Council Community, sponsored by Nielsen, offers a dynamic space for marketing and advertising professionals to engage with Council Committee members and share research insights.
Join the Cross-Platform Council Community here.


Cross-Platform Council Chair & Co-Chairs

Alyson Sprague
Alyson SpragueVP Measurement Science
Samba TV
View Bio
Soman
Sunil Soman
View Bio
Buchwalter
Charles BuchwalterMeasurement Innovation
SAMSUNG ADS
View Bio
Pellegrino
Kara Pellegrino Director of Marketing Science
PepsiCo
View Bio
Scott Wells
Scott Wells Research and Measurement Leader
View Bio


CROSS-PLATFORM COUNCIL HIGHLIGHTS


    Beyond Individuals: The Identity Mixologist’s Guide


    This guide explores the key considerations that need to be kept in mind when working with data sets with various units of analysis, such as households, geography and cohorts. The guide defines and explains ”precision,” “recall,” and the F1 metric – key metrics to gauge the quality of identity graphs -- provides examples of identifiers of different units of analysis, explores the “temporal stability” and “match topology” of each of them, and presents use cases for them. The key points of the guide are summarized in a useful one-page table in an appendix for easy reference. ACCESS THE GUIDE

    As the Cookie Crumbles: Perspectives on Cross-Platform Data from Every Corner of the Industry


    On February 5, 2025, the Offline-Online Metrics Working Group of the ARF Cross-Platform Measurement Council hosted a panel of measurement experts from different sectors of the industry who had previously been interviewed by the Working Group for its project to understand how companies across the ecosystem are addressing cross-platform measurement challenges and opportunities in today’s evolving data landscape. The session kicked off with a presentation from Rishi Saxena (World Federation of Advertisers) on the WFA’s Findings for Cross Media Measurement and Advertising Needs. ACCESS EVENT CONTENT

    Full Funnel Measurement Showcase


    This July 2024 showcase on full funnel measurement featured detailed case studies presented by three leading measurement providers which had been selected by the Attribution Working Group from a pool of responses to a RFI that they had developed. Each demonstrated innovative approaches to cross-channel performance measurement and the benefits of these approaches. ACCESS EVENT CONTENT

    Cross-Platform Measurement Options from an Agency Perspective


    In 2023, the Online-Offline Metrics Working Group, within the ARF Cross-Platform Measurement Council, conducted anonymous, in-depth-interviews (IDIs) with eight key decision-makers from major agency holding companies. The IDIs focused on three major issues involving the metric situation confronting the advertising industry. This report summarizes the learnings from those interviews. ACCESS THE REPORT


    Marketing Performance Measurement – Where are We Now?


    On July 12, 2023, the ARF Cross-Platform Measurement Council’s Attribution Working Group brought together a panel of performance marketing experts to discuss where we are now in marketing performance measurement. Panelists from both the service provider and the user side of performance measurement shared their thoughts on the new and remaining challenges and the tools we have today to address them.

    ACCESS EVENT CONTENT

    The State of Cross-Platform Metrics: The Advertiser’s Perspective


    Metrics for planning, buying and evaluating buys have been in great flux, especially over the last five years. To gain a better understanding of the way advertisers are navigating this complex landscape, the Online-Offline Working Group of the ARF Cross-Platform Measurement Council interviewed representatives from major advertisers. The resulting report provides the industry with a glimpse into how major marketers are approaching audience measurement, the metrics and KPIs they value, and the challenges they face in using those metrics and KPIs to make decisions.

    ACCESS THE REPORT

    Guide to Marketing Performance Model Validation


    On October 19, 2022, the ARF Cross-Platform Measurement Council brought together a panel of performance marketing experts from academia and industry to discuss why and how marketing performance models should be validated. These experts advised the Attribution Working Group on a brief Guide to Marketing Performance Model Validation which covers the importance of validating marketing performance models, the ways validation can be done, the stages at which it should be done, various types of validation methods, and how to implement the results.

    ACCESS EVENT CONTENT

    DOWNLOAD VALIDATION GUIDE

    Demystifying Data Cleanrooms


    Data cleanroom companies provide environments for two or more companies to share first-party data in a neutral, secure, privacy-compliant manner. They are used for activation, media measurement, and insights. On May 12, 2022, the Identity Resolution Working Group held an event to unpack the value of data cleanrooms. Based on that event and a set interviews with data cleanroom providers, the Working Group published a data cleanroom handbook .

    ACCESS EVENT CONTENT

    DOWNLOAD THE HANDBOOK

    Marketers Talk Metrics


    On April 26, 2022, the ARF Offline-Online Metric’s Working Group brought together three marketers to discuss their needs and priorities on online-offline metrics, exploring current topics such as reconciling digital and traditional metrics, emergence of new currencies, first-party data/identity resolution, and the advent of streaming. Working Group Chair Charles Buchwalter moderated a dynamic discussion with guests Christine Beaufait (Cross-Brand Program Manager, GM), Karen Chisholm (Transformation Analytics Director, Pernod Ricard), and Jeremy Wasson (Global Media and Data – ROI Engine Sr. Director, PepsiCo) ACCESS EVENT CONTENT


    Guide to the Identity Resolution Landscape


    The ARF’s Identity Resolution Working Group produced an essential guide to understanding the applications, practices, and providers of identity resolution. The report defines identity resolution and describes why it is important, what it is used for and why it matters; explains how different identities are connected, including various approaches (deterministic vs. probabilistic) and how conflicts between data sources are resolved; and discusses the privacy issues associated with identity resolution. ACCESS THE REPORT

    Measurement Challenges Showcase


    Multi-touch attribution has contended with myriad measurement challenges – from crumbling third-party cookies to privacy legislation to changes in mobile app tracking ability. On May 25, 2021, the Attribution Working Group invited five leading attribution providers and their clients to present case studies that illustrated how they have overcome these challenges and how they plan to future-proof their approaches. ACCESS EVENT CONTENT

    The Lift/ROI Measurement Guide


    The Guide to Lift and ROI Measurement Products, created by the Online-Offline Metrics Working Group, highlights the products and services of 27 companies that offer ROI or Lift Measurement services. Its objective is to serve as a resource of information about the wide range of choices in this space and the features of each service. It includes color-coded grids displaying the inputs, outputs and other characteristics of each service and detailed descriptions of each one.
    ACCESS THE GUIDE

    Leadership Lab – Unified Measurement Showcase


    At this Virtual Leadership Lab, The Attribution Working Group brought industry leaders together to examine and present a set of Unified Measurement case studies to fuel a panel discussion on the increasingly popular industry term. This unique event offered a much-needed deep dive into the meaning of “Unified Measurement” and how it is deployed in the advertising world today.
    ACCESS EVENT CONTENT

    Adapting to a Leaner Data Environment:Attribution Working Group Panel at DATAxSCIENCE


    Vijoy Gopalakrishnan, SVP and Principal for Product Development/Data Analytics at the Media Center of Excellence at IRI, and Nancy Smith, President and CEO of Analytic Partners, shared the results of data loss experiments by the ARF’s Cross-Platform Measurement Council’s Attribution Working Group. They were then joined by Paul Donato, Chief Research Officer at the ARF, to discuss the impact of these findings. ACCESS EVENT CONTENT


    MTA: Marketers Talk Attribution – Presented by: The Attribution Working Group


    At this event on February 6, 2019, AIG, Coca Cola, HSBC, Johnson & Johnson and Miller Coors discussed working within their organizations to generate and apply actionable multi-touch attribution (MTA). MTA expert Alice Sylvester of Sequent Partners led them in a discussion on how they have evolved people, processes and technology to achieve their goals. ACCESS EVENT CONTENT

    Taking Stock of Online-Offline Metrics: Working Group Panel at AUDIENCExSCIENCE


    The Online-Offline Metrics Working Group created an overview of current leading approaches to integrating the measurement of online and offline, based on questionnaires completed by eight measurement companies about the media they track and the metrics they use. The Council found that there are lot of metrics without much overlap. In this session, Nielsen, Alphonso, Samba TV, GfK MRI, Simmons Research, and comScore presented their respective cross-platform metrics offerings and methodologies and addressed their top issues and challenges in cross-platform measurement. ACCESS EVENT CONTENT

    Case Studies from ARF Cross-Platform Measurement Council Attribution Showcase.


    The day before the ARF AUDIENCExSCIENCE Conference in 2018, the Attribution Working Group put together a showcase of multi-touch, attribution case studies. Companies were invited to submit their own and after a careful curation process, eight were selected to present their submissions. An enlightening panel discussion after each four presentations followed, moderated by Alice Sylvester of Sequent Partners. ACCESS CASE STUDIES
  • Young Pros
    • About Young Pros
    • Upcoming Events
    • Advisory Board
    • Young Pros Spotlight
    • Social Strategist Team
    • Past Events Highlights
  • Women in Analytics
    • About Women in Analytics
    • Board of Directors
    • Mentorship Program
    • Upcoming Events
    • Past Events Summaries
  • Councils
    • Learn About the Council Program
    • ANALYTICS COUNCIL
    • MSI/ARF B2B Exchange
    • CREATIVE COUNCIL
    • COGNITION COUNCIL
    • CROSS-PLATFORM COUNCIL
    • CULTURAL-EFFECTIVENESS COUNCIL
    • LA MEDIA RESEARCH COUNCIL
    • ORGANIZATIONAL COUNCIL
    • PHARMA COUNCIL
    • SHOPPER INSIGHTS COUNCIL
    • SOCIAL COUNCIL
  • ABOUT
  • ARF DASH
  • ARF WIDE
  • ARF/NYU CERTIFICATE
  • CIMM
  • MSI
  • PRESS
  • SUBMIT
image description

To further, through research, the scientific
practice of advertising and marketing

© the Advertising Research Foundation. All rights reserved.

Privacy Policy | Request Permission to Use Content