All the main Holdcos agencies are involved at a given time in the development of Aquila, which is largely brought by their customers, notably Verizon, Disney, Chipotle, McDonald’s, Ford, GM, Uber, Pepsi, Unilever, P&G and other marketing specialists in total, according to Bill Tucker, Aquila, CEO and a long -standing exercise. About twenty of them, including McDonald’s and P&G, are currently involved in the first series of tests. Tucker said that it was intentional to involve not only the largest but also some medium -sized advertisers.

As Tucker explained, Aquila aims to provide scope and frequency information deducted in all media, so that advertisers reduce frequency waste by 10%. He estimates that industry could save up to $ 50 billion over three years.

The president of Tucker and Aquila, Tina Daniels – who spoke at an Ana conference alongside an McDonald’s leader on September 9 to explain Aquila to a research audience – affirms that this effort to resolve the four main platforms, Meta, Google, Amazon and Tiktok (Tucker Cints that it is only the question. The four provide printing data, That Comscore provides linear and CTV data, and Kantar is two thirds of the path to form a “calibration” panel of 5,000 people to reference the product.

Here is how it works, according to a Holdco leader who spoke under the cover of anonymity: the virtual ID is created via the panel according to the real behavior of consumers with a propensity which is then shared with each of the gardens and wall publishers, as well as the names of the campaigns that each one measures. The printing delivery for this campaign is then returned to the platform built by the accenture for the advertiser (and the agency) to see the delivery. In doing so, the platform displays the deduced delivery of this campaign on platforms and publishers.

Tests with more than 20 major advertisers are underway, with plans to extend to the 100 best advertisers by 2026. The media rating council observes the entire process, and Aquila hopes to end with accredited service, with tests and a greater participation of publishers in 2026.

Marketing specialists involved in the first tests hope to finally be able to obtain the optimization of scope and frequency to the point where waste is really minimized. “The greatest thing for us is to really understand what we are planning [do] Against what we buy, “said Alex Gaski, principal director of marketing and customer analysis at McDonald’s, at the Ana conference.” How do we really reach 90% of American adults who come to McDonald’s at least once a year? »»

Gaski said McDonald’s had tried to go to a rider alone with the creation of a cross solution a few years ago, but finally abandoned the effort, realizing that he must be a collective effort. “I was really happy that the industry is starting to regroup, because I think there is so much power when we are one – our collective intellect could, and … in partnership with the platforms. I think I was a major difference for me, ”she added.

“P&G has been a long -standing supporter to have a transfer and transparent measurement measurement measurement system on a scale of the industry,” said Kanishka Das, principal media, analytical and P&G information director. “We believe that this will allow better experience for our consumers, better efficiency for advertisers and an approach based on media data through networks and publishers – a win -win. We are impatiently awaiting the continuous progress of Aquila, including the tests, in the coming months. ”

Generally, portfolio companies involved also see the potential to go further than other metal media measurement solutions.

“We are very favorable to the initiative because he is trying to provide an answer to a real problem of industry (deduplication of scope and frequency between platforms),” said Sebastien Hernoux, responsible for solutions for American customers in Annalect, in an email. “It is encouraging to see the main media partners (Google, Meta, Amazon, Tiktok) agree to share the relevant access to Aquila in order to create a platform to support brands – and in fact, some of our customers are involved in the tests that occur in 2025. Confirmed the validity and precision of their results. »»

A Holdco research leader who refused to speak for the allocation expressed his optimism about the potential of Aquila, but added that they reserve some skepticism due to the payment structure. In the current state of things, advertisers pay a fractional amount of their marketing budget to finance the tests (technology giants also contributing to financing). This leader fears that after the first set of tests, advertisers wish to transmit these expenses to agencies, which already suffer enough financial pressure as it is. If this happens, it could be a stumbling block to progress.

It should be noted that Aquila borrows from a model built in the United Kingdom, following a DP of the World Federation of Advertisers in 2020 calling for solutions for measuring cross-media. The final product, Project Origin, is operational in the United Kingdom

The Executive Holdco Research said that the existence of the origin of the project gives them the hope that Aquila can succeed. “It does not mean that everyone loves him, and it does not mean that he has solved all problems, but he has potential,” said the executive.

Color by number

By examining another overview of the holiday season advertising, the latest report on Adroll’s digital advertising state reveals that the formatting of pivot changes: the demand for digital announcements is the rebound and the generative AI has a major impact on consumer discovery behavior. Some of the results include:

• The CPMs of display recimbing reduced their decrease from one year to the other to only 3% in August, a strong improvement compared to an 18% drop in T2.
• Display improved 31% lower prospecting CPM last year at T2 at 14% lower than the start of the third quarter.
• Traffic from AI engines such as Chatgpt, Gemini and perplexity at American retail sites jumped 4,700% in annual shift. More than half of consumers say they are turning to AI for gift ideas, research on products and hunting.

Takeoff and landing

• WpHealth Care Agency CMI Media opened a Paris office in order to accelerate its global growth strategy, appointing Aurélie Rizzo as a world director. This decision could not be better timed because the possibility increases in the United States that pharmaceutical advertising could be reduced by the United States government.
• Interpublic Group’s Acxiom concluded an agreement with the trade data platform Reach To put the hearing segments of the latter available to IPG agencies as part of the data offer organized by ACXIOM. The agreement includes purchasing data, which said that Said is updated daily from 10.00 merchants.
• Account victory:: Wp expanded his delivery with the lawn care brand Worrycollect the homework of the media and expand its existing relationship with VML … Advertising expanded his mandate with the German supermarket chain Alde At the world’s media duties, and will create a unit dedicated to the customer service, called Aldi One … To have keeps media tasks for Bbc … Omnicom Doctorate won global media homework for the Australian snack cabinet Interstnack After an exam.

Direct quote

“What you will find, according to my experience with many agencies is that they build for the scale. They do not always build for expertise … We obviously appreciate the process and the rigor to have large advertising campaigns market, and would never make sacrifices with regard to the quality of our work.

—Jordan Bortolotti, president of Salt Media, which extends beyond its roots of Toronto in the United States

Speed ​​reading

• Krystal Scanlon has covered the latest developments in the future of Tiktok in the United States, because marketing specialists and agencies are always uncomfortable on the form it will take.
• Jim Cooper represented Digiday in Dmexco last week, moderating discussions with four main media leaders. Here is an overview of his conversations at the World Digital Marketing and Mediation Conference.
• If you could not attend the fall last week of the Digiday Publishing Summit, you are lucky, because Sara Guaglione captured the most interesting conversation themes of the event. Tip: the drop in reference traffic continues to be a problem.