Unilever has launched an initiative that will see the first cross-media measurement model built in order to help brands measure and understand campaigns across all areas of the media.

The FMCG giant, which is one of the biggest advertisers in the world, has linked up with the World Federation of Advertisers (WFA) and other industry bodies to invite other brands, platforms, and publishers to help out with developing the measurement system.

The effort is aimed at combining existing industry measurement tools into a single system that measures campaign audience, audience reaction, campaign impact, and sustained impact over the short, medium, and long-term. Unilever – with the help of its partners – hopes to create a system that will operate across the globe, while putting privacy and consumer experience at the forefront of the advertising ecosystem.

“To realise our vision of a more transparent and high-quality digital ecosystem, our partnerships have been, and will remain, instrumental in developing an always-on, privacy-safe model for cross media measurement,” said Keith Weed, Unilever CMO. “We are hugely encouraged that our digital and measurement partners worked with us to enable these significant steps towards solving the challenge of holistic media measurement. This represents a genuine willingness across the industry to find creative, effective solutions to shared issues.  We look forward to welcoming other leading advertisers and industry associations to the initiative to help address this industry challenge.”