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UBA unites, represents, inspires, and supports brand builders. We provide ambitious brands with the space to grow sustainably.

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Global platforms and cross-media measurement: advertisers have more power than they think

Belgium has made significant progress in cross-media measurement, shifting from siloed media metrics to a c...
October 20, 2026
Luc Eeckhout, Manager Media & Agencies
UBA Focus News
Landscape_Newsletter_20261020_EC_XMM_Paul Goode.png
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  1. UBA gives European advertisers a voice in the debate on the future of audience measurement

    The future of independent audience measurement is being shaped at European level. At consult...
    October 19, 2026
    Luc Suykens, CEO UBA
    UBA Focus News
    Luc Suykens at EUR parliament.png

  2. Blog series | Brands are rethinking their internal marketing capabilities (3/5)

    During two roundtables, UBA brought together advertisers from different sectors to explore h...
    October 19, 2026
    Grégory Marchandise, UBA
    UBA Focus News
    AI-Brand-capabilities.jpg

  3. The biggest threat to local media is not a lack of quality, but a lack of simplicity

    How can Belgium’s media and advertising sector hold its ground in a market where inter...
    October 6, 2026
    Luc Eeckhout, Manager Media & Agencies
    UBA Focus News
    Newsletter_20261006_SoU2_general_pic.jpg

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Master Classes

  1. Mediatraining: Tips & tricks

    How do I prepare for an interview and deal with journalists?

    Dutch
    Master Class
    Media Training
    Show event

  2. Fuel your brand with category management thinking

    How can your brand grow faster by thinking in categories?

    English
    Master Class
    e-commerce offline category strategy.jpg
    Show event

  3. Boosting brand growth in a changing landscape

    How to keep your brand competitive and move faster in a continuously changing playfield.

    English
    Master Class
    business growth
    Show event
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Do you want to get the most out of your UBA membership? I’m happy to help you make the most of the benefits and strengthen your network. Not a member yet? I can also provide you with all the information you need without obligation.
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Sales & Loyalty manager

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Strictly necessary cookies 22 cookies

These cookies are necessary in order to enable our website to function properly and are therefore installed without your consent. We use them e.g. to protect our website. These cookies permit you to navigate between the different parts of the website, to complete forms. If you block these cookies, it is possible that certain parts of the website will not function optimally. We do not collect any personal data with these cookies, and we never pass the collected information on to third parties. Along with the following cookies, cookies are also installed by our partner Vimeo when you make use of our Training 24/7 offer.
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JSESSIONID is a cookie generated by Servlet containers and used for session management in J2EE web applications for HTTP protocol. If a Web server is using a cookie for session management, it creates and sends JSESSIONID cookie to the client and then the client sends it back to the server in subsequent HTTP requests. JSESSIONID is a platform session cookie and is used by sites with JavaServer Pages (JSP). The cookie is used to maintain an anonymous user session by the server.

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OptanonConsent Vimeo

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_gid Vimeo

ID used to identify users for 24 hours after last activity

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accept-cookies UBA

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cachekey UBA

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has_logged_in Vimeo - 10 weeks
is_logged_in Vimeo - 10 weeks
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Supports performance improvements of the website

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pbSurvey* UBA

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 1 year
pbTrackId* UBA

Identification of logged in users

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player Vimeo

Stores preferences for player controls (i.e. volume, stream quality, captions).

 1 year
ppms_privacy_* Piwik PRO

Stores the visitor’s consent to data collection and usage.

 7 days
probase_notice UBA

Shows functional notifications to the visitor

 1 day
procurios-consent UBA

Saves the visitor's cookie consent

 6 months
rememberDevice2FA* UBA

Identification of the device on which the user used two-factor authentication

 30 days
survey-trainingIds UBA

Saves the ID's of the survey filled in by the visitor.

 current session
vuid Vimeo

Vimeo-generated ID used for generating analytics information for the video owner.

 2 years

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These cookies simplify the functioning of our websites, make them more enjoyable for the visitor and ensure that you receive a more personalised surfing experience. These are, for example, cookies that remember whether you were already asked to participate in a survey, so that we do not propose the same survey to you over and over, or a cookie that offers you a personalised layout as a result of a previous visit.
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Stores the user preference regarding the display of a banner.

 1 week

Analytical cookies 7 cookies

We use analytical cookies in order to collect information about how visitors use our website, for the purpose of improving its content, better adapting it to the wishes of visitors and increasing its user-friendliness.
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Used to store a few details about the user such as the unique visitor ID

 13 months
_pk_ses* Piwik PRO

Short lived cookies used to temporarily store data for the visit

 30 minutes
stg_externalReferrer Piwik PRO

Stores an URL of a website that referred a visitor to your website.

 current session
stg_last_interaction Piwik PRO

Determines whether the last visitor's session is still in progress or a new session has started.

 1 year
stg_returning_visitor Piwik PRO

Determines if the visitor has already been to your website — they are returning visitors.

 1 year
stg_traffic_source_priority Piwik PRO

Stores the type of traffic source that explains how the visitor reached your website.

 30 minutes
stg_utm_campaign Piwik PRO

Stores the name of the campaign that directed the visitor to your site.

 session

Marketing cookies 6 cookies

These cookies are installed for marketing purposes and are used in order to follow your surfing behaviour after you visited our website and/or to show you personalised ads. They can be installed on our website by us or by third parties. You decide for yourself whether or not to consent to the installation of such marketing cookies.
Name Vendor Description Expiry
bcookie LinkedIn

Used by LinkedIn to track the use of embedded services.

 180 days
li_fat_id LinkedIn

Member indirect identifier for Members for conversion tracking, retargeting, analytics

 1 month
li_gc LinkedIn

Used to store guest consent to the use of cookies for non-essential purposes

 6 months
li_sugr LinkedIn

Used to make a probabilistic match of a user's identity.

 90 days
lidc LinkedIn

To facilitate data center selection.

 1 day
pbVisitorID UBA

Identification of returning visitors

 1 year

External cookies 8 cookies

Some cookies are installed, with UBA´s consent, by third parties for the purpose of drawing your attention to certain products and services or to give you direct access to social media. For the cookies that are installed by these external parties, the information they collect with them and the purpose for which this information is used, we refer to the privacy statements of these parties on their own websites. These statements can be modified regularly, something over which UBA has absolutely no control.
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ARRAffinitySameSite Microsoft

When using Microsoft Azure as a hosting platform and enabling load balancing, this cookie ensures that requests from one visitor's browsing session are always handled by the same server in the cluster.

 1 year
VstsSession Microsoft

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 5 months
WFESessionId Microsoft

This cookie is necessary to enable a Power BI session, a Microsoft tool that helps visualize data.

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ai_session Microsoft

This is a unique anonymous session identifier cookie.

 current session
ai_user Microsoft

This is a unique user identifier cookie enabling counting of the number of users accessing the application over time.

 1 year
sp_landing Spotify

Required to ensure the functionality of the integrated Spotify plugin.

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sp_m Spotify

Required to ensure the functionality of the integrated Spotify plugin.

 180 days
sp_t Spotify

Required to ensure the functionality of the integrated Spotify plugin.

 180 days