Marketing Effectiveness

Why marketing effectiveness has never been more critical

Mon, 27 Jul 2026 15:04:45 +0200

Despite having access to more marketing data, dashboards and measurement tools than ever before, many advertisers still struggle to translate insights into better business decisions. According to new research from the World Federation of Advertisers (WFA) and Ebiquity, two-thirds of brand owners acknowledge they are not yet where they need to be when it comes to paid media measurement.

CIM ONE: Belgium is once again becoming a global player in media measurement

Mon, 06 Jul 2026 14:52:51 +0200

Belgium is back on the global map of media measurement. With CIM ONE, the tripartite body comprising advertisers, media, and media agencies is building a system to measure local media and international platforms against a single objective standard. Luc Suykens, CEO of UBA (United Brands Association) speaks of a historic transformation. This has been made possible by something that rarely happens of its own accord: a tripartite body with its governance in place. “Governance is often called politics, but getting everyone on the same page before you start spending money is essential.”

Digital Omnibus : Why audience measurement is at stake

Tue, 30 Jun 2026 13:30:27 +0200

When the European Commission launched its Digital Omnibus initiative, it looked like a technical effort to simplify Europe’s digital rules and boost competitiveness. Many marketers initially overlooked it, seeing a dense debate about privacy rules, consent signals and GDPR changes. Yet behind that legal language is a reform that could reshape audience measurement and the balance of power in Europe’s digital media market.