The Association of National Advertisers (ANA) is expanding its Aquila cross-media measurement service to include display, audio, and other digital formats beyond its current video-centric scope. The platform, which utilizes a virtual ID methodology and data from partners like Meta and Google, aims to provide a unified view of reach and frequency for marketers.
The expansion of Aquila signals a shift toward consumer-centric rather than media-centric measurement, aiming to solve the 'Holy Grail' of deduplicating reach across fragmented silos. By moving beyond video into audio and display, the ANA provides a framework for marketers to reduce excess frequency and optimize incremental reach across the entire digital ecosystem. This unified view challenges the dominance of platform-specific metrics by forcing transparency between walled gardens like Meta and Google. As the service scales, the integration of this data into marketing mix models will likely dictate future budget allocations between traditional linear and emerging streaming formats. Watch for the specific impact of the 'fractional advertising contribution' model on agency procurement strategies.
The VideoWeek CTV Advertising Guide Europe provides further insight into how cross-media measurement tools are shaping the broader landscape of market consolidation. As CTV advertising spend continues to grow, standardized measurement remains a critical hurdle for global advertisers. Efforts to solve cross-platform measurement fragmentation are also gaining momentum across the industry, with new initiatives like Nielsen STAR measurement aiming to fuse streaming logs and panel data.
The Association of National Advertisers is expanding its Aquila service beyond video to include display and audio formats. By using a virtual ID methodology, the platform provides a unified view of reach and frequency across linear TV and digital platforms, helping marketers reduce excess frequency and optimize incremental reach.
Aquila aims to provide marketers with a unified view of reach and frequency across linear TV, streaming, and digital platforms by deduplicating reach across fragmented media silos.
The service is expanding beyond its original video focus to include display and audio formats.
Customers can pay for the service through direct SaaS licensing or a fractional advertising contribution on media buys.
Integrations for Amazon and TikTok are scheduled for completion this fall.
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