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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.”

BPX and XMC map audience attention to ads

Mon, 29 Jun 2026 13:34:06 +0200

In addition to reach figures, insights into attention to advertisements provide important information for predicting advertising effectiveness. Until now, little information has been available on this subject. That is why the Cross Mediaal Consortium (XMC), in consultation with the Belgian Publishing Xperience (BPX), decided to conduct an in-depth study. “The classic debates, such as print versus digital or publisher media versus social media, are finally being conducted on the basis of objective behavioural data.”

Why true cross-media measurement remains a challenge?

Tue, 05 May 2026 08:48:32 +0200

At the UBA Exchange Community session on Cross-Media Measurement and CIM ONE, Yannick Carriou, CEO of Médiamétrie, set the stage with a candid and highly nuanced keynote. His message was clear: while cross-media measurement is one of the most urgent priorities in today’s media landscape, it is also one of the most complex, and progress will require patience, collaboration, and pragmatism.