"brought in largely by their clients, which include Verizon, Disney, Chipotle, McDonald's, Ford, GM, Uber, Pepsi, Unilever, P&G and others - some 30 marketers in total, according to Bill Tucker, Aquila's CEO and a longtime agency exec. About 20 of them, including McDonald's and P&G, are currently involved in the first round of trials. Tucker said it's intentional to have not only the biggest but also some mid-sized advertisers participate in the trials."
"He estimates the industry could save up to $50 billion over three years. Tucker and Aquila president Tina Daniels - who spoke at an ANA conference alongside a McDonald's exec on Sept. 9 to explain Aquila to a research audience - argue this effort at solving the cross-media measurement conundrum is different is thanks to the involvement of the four major platforms, Meta, Google, Amazon and TikTok"
Aquila is a cross-media measurement solution developed with advertiser funding to provide deduplicated reach and frequency insights across linear TV, CTV, streaming, social platforms and audio. Trials involving roughly 20–30 major and mid-sized advertisers are underway and will continue into next year. Major agency holding companies and the four major platforms — Meta, Google, Amazon and TikTok — are engaged in development. Aquila's leadership projects a 10% reduction in frequency waste and estimates potential industry savings up to $50 billion over three years. The initiative is led by the ANA with brand owners controlling resulting data and insights.
Read at Digiday
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