Industry bodiesNon-profit
World Federation of Advertisers
Global body for advertisers, behind the cross-media measurement and brand-safety initiatives.
Brussels, Belgium · founded 1953 · wfanet.org
What World Federation of Advertisers does
The WFA represents major brand owners and national advertiser associations worldwide. It led the Halo cross-media measurement framework and hosted the Global Alliance for Responsible Media (GARM), which closed in 2024 after an antitrust lawsuit by X.
It pushes for better measurement, transparency and responsible advertising.
How it makes money
Membership fees from brands and national associations.
Where it meets invalid traffic
Supports measurement and transparency standards that help advertisers limit waste and fraud.
Products
- Halo cross-media measurement
- Planet Pledge