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Virtual IDs look to close the gap in measuring reach and frequency
20 July 2023
Virtual IDs look to close the gap in measuring reach and frequency
Data protection & privacy Reach and frequency, recency New ad testing methods

The fragmentation of media has increased the difficulty of calculating metrics like reach and frequency across channels and devices, but new research into Virtual IDs in the US may provide a solution. 

The Halo Cross-Media Measurement Framework has been developed by the World Federation of Advertisers to be global, transparent and preserve users' privacy. 

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