The short version

Marc Pritchard predicted on April 2, 2024: ““Media fragmentation has continued, and even if some streamlining can be expected amid consolidation, cross-media measurement must get simpler,” Pritchard said. “Thankfully for marketers, Aquila — the measurement unit established by the ANA in 2024 — will be rolling out in 30 days, executives said earlier in the day at the conference.”” Verdict:…

Prediction by

Marc Pritchard

On April 2, 2024

““Media fragmentation has continued, and even if some streamlining can be expected amid consolidation, cross-media measurement must get simpler,” Pritchard said. “Thankfully for marketers, Aquila — the measurement unit established by the ANA in 2024 — will be rolling out in 30 days, executives said earlier in the day at the conference.””

Follow-up

Aquila's initial rollout did proceed on roughly the predicted timeline. However, cross-media measurement remains complex, though there's continued industry push for simplification.

From the High Caliber AI network — see the AI for PR module in the course.