This article is part of a series of articles from the WARC Guide to cross-media effects. Read more
The Advertising Research Foundation (ARF) and Association of National Advertisers (ANA) are looking to Virtual IDs (VIDs) to help address the lack of robust, cross-media solutions that can measure reach and frequency in the US.
As a starting point, Virtual IDs promise to measure campaign delivery across media silos, something that has become harder and harder to achieve as the number of platforms has proliferated.
Progress on the solution was presented during a virtual event, held by...