Agency

Cross-platform video measurement: A guide to TOVA Post-Buy for advertisers

Wed, 13 May 2026 13:56:02 +0200

In today’s fragmented media landscape, measuring the true impact of advertising campaigns across both traditional television and streaming platforms is a complex challenge. Enter TOVA Post-Buy, a new CIM initiative designed to provide advertisers with a clearer, more accurate, and unified view of their video campaign performance.

UMA-UBA Benchmark: collaboration reshapes the media mix

Wed, 06 May 2026 14:37:13 +0200

The latest UMA-UBA Benchmark reveals a stabilisation of digital advertising in Belgium, alongside a more transparent and comprehensive view of the media landscape. Expanded collaboration across the ecosystem, including publishers (BPX and Trustmedia) and media sales houses (VIA), provides new insights into how net media investments are evolving in Belgium and underscores the resilience of local players.

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.