Cross-media measurement takes shape in Spain with MAPA

Medición de Audiencias Publicitarias Avanzadas (MAPA) has been designed to rethink how audiences are measured in Spain.

Launched by the Asociación Española de Anunciantes (AEA), the project will create a single-source, cross-media system for advertising audiences, inspired by WFA's Halo framework and its pilots in the UK (Origin) and US (Aquila).

The ambition is to move beyond siloed TV, digital and other measurements towards a common view of how campaigns actually reach people, regardless of screen or format.

Over time, the system is expected to incorporate more metrics and cover not just individual campaigns but the full range of marketing activities, including retail media.

Presenting MAPA at AEA's Advertiser Forum in April, the association's president Francisco Rionda framed the initiative as a response to a tougher market with less advertising investment and smaller budgets.

Under the Forum's theme "Mapping the invisible: data, information and trust", speakers highlighted that better data only creates value when it is converted into shared insight and trusted decisions.

With MAPA, Spain's advertisers are aiming for a common, audited currency for cross-media audiences which strengthen confidence in how media investment is measured and optimised.

How do markets make the transition to a cross-media measurement system powered by Halo? Matt Green, Director, Global Media and Measurement at the WFA, suggests ways to make it easier in this article on how to activate Halo.