Marketing Effectiveness

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

Tue, 20 Oct 2026 15:46:08 +0200

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.

BPX and VIA call on the Flemish Government and the Wallonia-Brussels Federation to advertise in Belgian media

Tue, 06 Oct 2026 10:33:23 +0200

In his keynote at the State of the Union, Gauthier Elslander, Managing Director of Belgian Publishing Xperience (BPX), called on public authorities to rethink how they allocate their advertising budgets. In his view, a campaign’s reach should not be the only consideration: the quality of the media outlet receiving public money should also count.

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

Tue, 06 Oct 2026 10:43:25 +0200

How can Belgium’s media and advertising sector hold its ground in a market where international platforms attract most investment and artificial intelligence raises new questions? At the State of the Union on 28 September 2026, held at the prestigious Villa Empain, CIM and the Council for Advertising brought the sector together around a shared goal: turning cooperation into action and earning consumers’ trust.