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

Luc Eeckhout, Manager Media & Agencies
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Belgium has made significant progress in cross-media measurement, shifting from siloed media metrics to a consumer-centric approach that covers local media owners across platforms and devices. But the next challenge is to bring global platforms and streamers into the system, a goal that partly depends on advertisers exercising the rights they already have. This was the central message of a recent UBA Exchange Community session on the state of cross-media measurement.

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