Panel Numbers and Timetable for ANA's Aquila CMM Tool

The ANA's cross-media measurement (CMM) solution Aquila is aiming for 1,000 homes in its panel by the end of the year, and 5,000 by the end of 2025, according to its CEO. Launch is planned for late 2025 or early 2026.

The association announced the creation of Aquila in June, with initial leadership including a coalition of ANA member advertiser companies, plus platforms including Google, Meta, Amazon and TikTok. Like the ISBA's Origin in the UK, Aquila is part of Halo, the global, advertiser-led initiative backed by the World Federation of Advertisers.

In an interview with www.beet.tv Bill Tucker (pictured), who is Group EVP of the ANA (Association of National Advertisers) and CEO of Aquila, said this week that Kantar Media's panel-building was underway with almost 500 homes now signed up.

Tucker said the calibration panel will be used to train the solution's privacy-safe de-duplication, while the organisation is also working with partner Accenture Technologies on building a platform to put post-campaign data on users' desktops. The solution will also feature APIs which enable data feeds to members' third-party market mix modelling suppliers, and planning tools.

Web site: www.ana.net .