Cross-media measurement has long been a sort of Holy Grail for the media and marketing industries — long sought but never found in its perfect form. Could it be that, like the giant eagles that come to the rescue of Frodo Baggins and Sam Gamgee at the end of Lord of the Rings, that Aquila saves the day in finally solving the challenges of accurate measurement across linear TV, CTV and streaming, social platforms and audio?
Derived from the Latin word for “eagle” — and the symbol of Roman legions back in the day — Aquila is a cross-media measurement solution spearheaded by the Association of National Advertisers (but whose origins started in Europe via the WFA) but financially supported by a raft of major advertisers who own the data and insights it will create. Trials involving advertisers are underway now, and will continue well into next year.
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