Data & Technology

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.

Digital Omnibus : Who controls consent?

Mon, 06 Jul 2026 15:05:10 +0200

In our previous article, we explained why the Digital Omnibus matters for marketers, advertisers and media companies. We examined the concerns surrounding Article 88a and the potential impact on independent audience measurement, transparency and competition. In this article, we turn to Article 88b and examine how industry organisations are working to shape a balanced outcome.

Data governance as a growth lever

Mon, 29 Jun 2026 13:08:01 +0200

At the UBA Exchange Community Data & Tech session, experts showed why marketing performance increasingly depends on trusted, well-governed data. The key message: brands do not win by collecting more data, but by using it more responsibly.