• by Karlene Lukovitz  @KLmarketdaily, 2 hours ago

The Association of National Advertisers (ANA) has announced plans to test that a cross-media measurement system from advertising software/data company VideoAmp in the U.S.

The news is the latest development in a push by advertisers and media to broaden their measurement options amid the controversy over Nielsen’s undercounting of TV audiences during the pandemic’s height and its loss of MRC accreditation.

In late September, ViacomCBS struck a deal with VideoAmp to provide an “alternative currency.”

In August, NBCUniversal declared “measurement independence” and set about creating a Measurement Innovation Forum intended to supplement cross-platform measurement work by VAB, ANA and OpenAP. NBCU, which says it received 80 responses to an RFP sent to measurement companies, recently announced a roster of forum members including major agencies, advertisers and trade groups.

ANA is developing the pilot with VideoAmp as part of its own Cross-Media Measurement initiative.

The pilot will test various approaches to the use of Virtual ID (VID) for television, with the goal of identifying the most accurate model for ad-campaign reach and frequency metrics.

“Cross-platform reach and frequency measurement is a top priority for marketers, but the methodology employed must give fair credit to TV, walled-garden, and other digitally delivered ads,” Jonathan Steuer, executive vice president of TV strategy and currency, VideoAmp, told NextTV.

ANA described the initiative as “an important milestone” in the development of a cross-media measurement solution.