Unilever calls for help to develop cross-media measurement

Unilever is calling on the marketing industry to help it towards it goal of building the first cross-media measurement model in the latest stage of its efforts to accelerate the drive towards greater digital responsibility and transparency.
The initiative comes 12 months after marketing boss Keith Weed warned platforms including Facebook and Google that Unilever will pull investment unless they “overhaul their behaviour” and tackle issues such as fake news and toxic content. Th