Research & Insights

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.

Les Binet on the cost of small thinking

Mon, 31 Aug 2026 11:10:59 +0200

At UBA Media Date 2026, Professor Les Binet delivered a blunt warning: the industry’s obsession with efficiency, narrow targeting and disposable creativity is producing smaller profits. The route back to growth is scale, supported by better budgeting, broader reach and creative work that compounds over time.

What 838 brand builders taught us about UBA. And where it should be heading

Thu, 13 Aug 2026 16:47:32 +0200

What does UBA need to offer to remain indispensable in a world where AI is rewriting the rules of marketing, budgets are under pressure, and knowledge is available everywhere?

That question was at the heart of our latest member survey, conducted together with Profacts.

We invited our members to tell us honestly where UBA delivers real value, where we still fall short and what they expect from us in the years ahead.

The response exceeded our expectations. No fewer than 838 professionals shared their views. Their feedback paints an encouraging picture, but it also challenges us to keep evolving.

Here are the insights that stood out most.