Coca-Cola and partners pushing for new measurement standard | MarTech

"The UMM website says that the tool is designed to "place all media under a similar language and measurement system," so marketers can compare consumer touchpoints under the same basic criteria. The site says UMM ingests data from paid, owned, earned, and shared media, then provides a dashboard with comparable quality ratings across online and offline channels."

"The site also says the output includes impact analysis, quality ratings, and an estimate of cost per impact. The system's goal is to help marketers evaluate media choices using a common currency rather than different metrics for each channel. It wants to provide a common currency that allows online and offline consumer touchpoints to be compared and reported side by side."

"The pitch comes at a time when marketers are managing more fragmented media plans than ever, with spend spread across TV, retail media, social, packaging, sponsorships, and other touchpoints. That makes it harder to compare media apples-to-apples."

"Only 32% of marketers globally said they measure media spending holistically across digital and traditional channels, according to Nielsen's "2025 Annual Marketing Report." Nielsen also found that the top challenges in measuring ROI included stakeholder alignment across key metrics"

Universal Media Measurement (UMM) is a framework designed to place paid, owned, earned, and shared media under a similar language and measurement system. It ingests data from these media types and provides a dashboard with comparable quality ratings across online and offline channels. The output includes impact analysis, quality ratings, and an estimate of cost per impact. The goal is to help marketers evaluate media choices using a common currency rather than different metrics for each channel. The framework has been developed through collaboration among The Coca-Cola Company, Top Line Marketing, and Kantar, and is already used by Coca-Cola marketers in more than 20 countries.

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