Virtual ID-based cross-media measurement looks to close the gap in measuring reach and frequency

Maya Yegorova

Virtual IDs (VIDs) are a new cross-media measurement solution holding out the promise of measuring reach and frequency in new, more accurate ways.

Cross-media effects

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...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands