Media

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.

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.