The Incorporated Society of British Advertisers (ISBA) has just announced the launch of the trial phase of its "world-first" cross-media ads measurement system, which has broad industry backing from the largest brands and tech companies. ISBA has indicated that the new platform will be able to measure accurately the reach and frequency of advertising campaigns across all forms of media (TV, video, and digital display). 

The system has been designed using Kantar's data science capabilities and Accenture completed the build work for the new platform. This is an exciting development for advertisers and agencies, however it remains to be seen how the platform will operate in a "privacy safe" way. This is a key challenge for ad measurement solutions, particularly when the data matching of independently controlled personal datasets is involved.