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UMA-UBA Benchmark: collaboration reshapes the media mix

The latest UMA-UBA Benchmark reveals a stabilisation of digital advertising in Belgium, alongside a more tr...
May 5, 2026
Luc Eeckhout, Manager Media & Agencies
UBA Focus News
Newsletter_20260505_Benchmark_iStock-2193866015.jpg
Read more

  1. Why true cross-media measurement remains a challenge?

    At the UBA Exchange Community session on Cross-Media Measurement and CIM ONE, Yannick Carrio...
    May 5, 2026
    Luc Eeckhout, Manager Media & Agencies
    UBA Focus News
    Yannick Carriou Médiamétrie 2 recadré.png

  2. How the CIM became a thought leader on the international stage

    The roll-out of CIM ONE is generating interest abroad. CIM has been invited to explain its c...
    April 28, 2026
    Wout Ectors, SPYKE & Bart Lombaerts, SPYKE
    UBA Focus News
    Newsletter_20260428_CIM_Internationale samenwerking_image.png

  3. How to build a successful employer brand

    In an increasingly competitive and transparent talent market, employer branding has become a...
    April 28, 2026
    Expert Center Employer Branding ACC
    News Publications
    20260428_ACC_Employer Branding_Whitepaper.jpg

Everything about sustainably building a brand

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New 60 minutes series - How agentic AI is transforming marketing, media, search and customer experience

  1. Agentic AI in customer support

    How agentic AI is redefining customer support and service automation. This is the last session in a series of four.

    Online English
    UBA Focus
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    Show event

Master Classes

  1. Agency remuneration & evaluation

    How to correctly evaluate and compensate an agency?

    Online Dutch
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  2. Marketing Effectiveness Certification Program

    Become certified in Marketing Effectiveness.

    Online English
    UBA Focus
    Effectiveness certification
    Show event

  3. Mastering customer experience management (advanced)

    How can you further foster an impactful customer experience?

    Offline English
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    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.
Kristin Hannon

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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accept-cookies UBA

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

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ppms_privacy_* Piwik PRO

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 7 days
probase_notice UBA

Shows functional notifications to the visitor

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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.

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vuid Vimeo

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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
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Short lived cookies used to temporarily store data for the visit

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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.

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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.

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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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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.

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VstsSession Microsoft

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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

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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