Unilever is calling out to the marketing world to aid in its development of the first-ever cross-media measurement tool.

Just 12 months ago, Unilever threatened to pull all of its advertising from Facebook and Google if the platforms didn’t move to tackle fake news and toxic content.

The goal was to move closer towards better digital responsibility and transparency for brands across many platforms. The company has been working on a tool to counter this, collaborating with a variety of digital advertisement and measurement companies such as Facebook, Google, Twitter, Kantar Media and Nielsen.

Transparency across the board

"To realise our vision of a more transparent and high-quality digital ecosystem, our partnerships have been, and will remain, instrumental in developing an always-on, privacy-safe model for cross-media measurement," said  Unilever marketing boss Keith Weed.

"We are hugely encouraged that our digital and measurement partners worked with us to enable these significant steps towards solving the challenge of holistic media measurement. This represents a genuine willingness across the industry to find creative, effective solutions to shared issues.”

Unilever is currently working with the World Federation of Advertisers to help make their goal industry-wide solution. Unilever isn’t the only organisation calling for a better measurement system either. 

Carolyn Everson, Facebook’s VP of global marketing solutions, also commented positively on the Unilever’s goal: “it’s important that we and others work toward a cross-media measurement solution, one that leverages independent third-party systems, protects privacy, and improves people’s experience with ads.”