Big question
Can you measure people across platforms without letting each platform define the answer?
The position
Not today. A combined frequency figure on a plan is a modelled guess. Say so, and manage frequency inside each system where you can see it.
Why it is live
Nothing joins the channels up, and the only audience that could is a customer list you own, which reaches a different set of people in each system. Clean room guidance, ADMaP and the IAB's campaign data standards of August 2026 have made matching more usable, and none of them creates neutral governance or a causal claim.
The case for it becoming possible
DocumentedStandards for campaign data and encrypted matching now exist, and a cross-media service has a published method.
The case against
UnknowableA clean room contract is not a neutral definition, and there is no published census of the gap across platforms because no platform releases order-level records to anybody.
Where the weight sits
Against, with the gap narrowing. The plumbing arrived before the governance, and buying the plumbing does not buy the governance.
What would change this
A cross-media measurement service going live with audited coverage, or a platform exposing a shared identifier for frequency capping across sellers.
Where this is taught
Connected Evidence
Sources
- IAB Tech Lab data clean rooms guidance, updated 22 Jul 2025secondary
- IAB Tech Lab ADMaP 1.0, Feb 2025secondary
- IAB campaign data standards 1.0, 10 Aug 2026secondary
- WFA next steps for Halo, 19 Dec 2025secondary