Advertising Business Group announces the decision for appointment of Partner for the UAE Cross Media Measurement Project

The Project is now open for Industry Consultation.

May 24, 2022

The Advertising Business Group announces the appointment of a consortium consisting of IPSOS/Aqilliz for the U.A.E. Audience Measurement project. This decision is now open to industry consultation till June 5th, 2022. In absence of any major objections or concerns from anyone in the industry, the work on POC will be ready to commence on June 6, 2022. If you have an observation, a concern or a comment to make, or want to know more about the project, please write to Charlotte Fernandez, the Board Secretary – Advertising Business Group – UAE (

About the Project:

The Cross Media Project was initiated in late 2019 with an ambition to provide holistic and transparent advertising and content performance measurement in the advertising and media industry in the UAE. Full scope, as well as various other aspects of the project including historic progress updates can be obtained at the ABG website at:

Rooted in the World Federation of Advertisers blueprint and guidelines on building the next generation of cross platform measurement system, United Arab Emirates is one of the first countries in the world to embrace this next generation of audience measurement standards. The winning proposal promises to be one of the most cutting-edge systems using Personal Meter, Blockchain and Federated Data Processing to ensure privacy compliant measurement across digital platforms, and linear and OTT TV platforms.

The project has been managed by an expert committee (Cross-Media Committee) consisting of Ibrahim Kadiri from Google, Tony Evans from Facebook, Olivier Sage from MBC, Walid Yared from Choueiri Group, Shadi Kandil from MCN / IPG Media Brands, Ravi Rao from Group M, Omar Katerji from Ferrero, and Amine Sadek from P&G. The committee was led by Asad ur Rehman of Unilever.

The committee also now has enriched representation from Amazon, Snap Inc, Nestle, and TikTok (Byte Dance). The project had deep engagement with the Abu Dhabi Media Company.

The committee was assisted by Nishe & Co, an independent auditing firm who helped ensured and certify that process of vendor appointment was run with full industry consensus and transparency. Nishe & Co’s final report on the process and outcome of the process is attached with this post.

The committee was also assisted by a Subject Matter Expert Houda Kousa from Archers – an independent consulting firm.

The Joint Industry Consortium comprises industry leaders from all major advertising agencies, Media and Broadcasting platforms, and advertisers. A list can be seen here:

The Committee’s work is accountable to the ABG Board consisting of senior executives from Procter & Gamble, Unilever, Omnicom Media Group, Google, Ferrero, and the Choueiri Group, and was run with watertight governance to ensure full industry onboarding.

About ABG:

The ABG is the region’s premier body dedicated to ethical advertising and best practice through self-regulation. We have over 60 members drawn from a broad range of sectors, including many leading consumer brands, platforms, agencies, and consultants such as Unilever, Procter and Gamble, Nestle, Beiersdorf, EASA Al Gurg, Mars, PepsiCo, Ferrero, Facebook, Google, Snap, TikTok, L’Oréal, GroupM, Starcom, Choueiri Group, Publicis Groupe, OMG, Dentsu, MCN, MIS, JC Decaux, AJCME, Zefr, Amazon Ads, Nielsen, Mastercard.

About Ipsos:

Ipsos is one of the largest market research and polling companies globally, operating in 90 markets and employing over 18,000 people. Its passionately curious research professionals, analysts and scientists have built unique multi-specialist capabilities that provide true understanding and powerful insights into the actions, opinions and motivations of citizens, consumers, patients, customers, or employees. Its 75 business solutions are based on primary data from our surveys, social media monitoring, and qualitative or observational techniques. “Game Changers” – its tagline – summarises its ambition to help 5,000 clients navigate with confidence our rapidly changing world. Founded in France in 1975, Ipsos has been listed on the Euronext Paris since July 1, 1999. The company is part of the SBF 120 and the Mid-60 indexes and is eligible for the Deferred Settlement Service (SRD). ISIN code FR0000073298, Reuters ISOS.PA, Bloomberg IPS: FP

About Aqilliz:

Aqilliz is a software technology company, specializing in distributed ledger technology and its application in marketing.  It has built a proprietary distributed computing architecture Atom, that provides privacy compliant solutions across identity resolution, consumer activation and rewards management. Atom is built as a hybrid blockchain platform that combines the security and scalability of a private blockchain with accountability and decentralization from the public blockchain. Atom leverages the very many components of the distributed ledger technology across cryptography, smart contracting and consensus protocol with differential privacy and federated learning in creating a trusted execution environment for brands, platforms, and consumers to collaborate and improve the economic value of marketing across the entire digital marketing supply chain.


UAE X Measure...


Notify of
Inline Feedbacks
View all comments


UAE X Measure...