ANA's Aquila Expands Management Team

In the US, the ANA has announced new appointments for the management team of its Aquila cross-media measurement (CMM) subsidiary, and given an update on the development of its solution.

Founded in 1910, the ANA (Association of National Advertisers) aims to 'set the agenda' for the advertising industry, and represents more than 1,600 member companies. Aquila was set up nine months ago to build and manage the ANA's planned CMM solution, with the initial leadership including a coalition of ANA member advertiser companies, plus platforms including Google, Meta, Amazon and TikTok. It is led by CEO Bill Tucker (pictured).

Like the ISBA's Origin in the UK, Aquila is part of Halo, the global initiative backed by the World Federation of Advertisers. Aquila aims to create a 'privacy-by-design, neutral and transparent technical solution' for launch in early 2026. The firm immediately contracted with Kantar Media to build a single source audience panel in the US, for use for calibration purposes and as a core component of the service; and with Accenture to plan the solution's roll-out and the definition of its technology requirements.

In October, Aquila provided an update, targeting 5,000 panel homes by the end of 2025, and it now says Kantar Media has successfully launched the panel, with equipment installed in more than 1,000 homes nationwide - presumably recruitment will now speed up as this represents something like 600 added in the last four months.

The expanded management team, which is responsible for guiding, operationalizing and executing the CMM solution, now includes Tina Daniels, most recently MD Agency & Brand Measurement Analytics at Google, as President & COO; Jed Meyer, formerly of Nielsen, Ebiquity, Google and Omnicom, as Chief Revenue Officer; and former VideoAmp and Comscore exec Josh Chasin as fractional Chief Research Officer - Aquila has contracted Chasin's company KnotSimpler Inc. to provide research leadership.

Web sites: www.ana.net and www.kantarmedia.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.