Data & Technology

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.

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.