Observed Signal · May 13, 2026 · Product Launch · Source: https://martech.org/feed/ · Impact: 3/5 · Sentiment: Positive
Coca-Cola Proposes Universal Media Measurement Standard
Coca‑Cola and partners have introduced Universal Media Measurement (UMM), a framework intended to let marketers compare paid, owned, earned and shared media on a single scale. Developed by The Coca‑Cola Company with Top Line Marketing and Kantar, UMM was presented at a World Federation of Advertisers (WFA) Media Forum session in Stockholm. Public materials and the UMM website describe a system that ingests online and offline media data to produce comparable quality ratings, impact analysis and an estimated cost-per-impact dashboard. The Drum reports UMM has been in development for about seven years and is already used by Coca‑Cola teams in over 20 countries. The adoption and commercial model for UMM (open framework, licensed product, paid service) remains unclear.
A major global advertiser (Coca‑Cola) is proposing a cross‑channel measurement framework that could influence planning and reporting practices across brands and agencies if widely adopted; adoption model remains uncertain.
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Key Takeaways & Evidence Grounding
- Coca‑Cola, Top Line Marketing and Kantar developed Universal Media Measurement (UMM).
- UMM was presented at a World Federation of Advertisers (WFA) Media Forum session in Stockholm.
- The Drum reported UMM has been in development for about seven years and is used by Coca‑Cola marketers in more than 20 countries.
- UMM ingests paid, owned, earned and shared media to provide comparable quality ratings, impact analysis and estimated cost-per-impact across online and offline channels.
- Public materials do not specify UMM's adoption or commercial model (open framework, paid product, or licensed service).
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