Trusted Brands

UBA gives European advertisers a voice in the debate on the future of audience measurement

Tue, 20 Oct 2026 15:46:51 +0200

The future of independent audience measurement is being shaped at European level. At consultations held by the European Board for Media Services, UBA CEO Luc Suykens was the only person representing European advertisers. Speaking alongside representatives from Google Europe and Netflix Europe, he made the case for a clear approach: Europe needs shared principles, but national markets must have the flexibility to put them into practice. It is an important policy debate in which UBA is playing an active role in shaping Europe's approach.

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.