Globale platformen en crossmediale meting: adverteerders hebben meer macht dan ze denken

Luc Eeckhout, Manager Media & Agencies

20 oktober 2026

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België heeft aanzienlijke vooruitgang geboekt op het vlak van crossmediale meting. Afzonderlijke mediacijfers maken plaats voor een consumentgerichte aanpak die lokale mediaspelers over platformen en toestellen heen in kaart brengt. De volgende uitdaging is om ook globale platformen en streamingdiensten in het systeem op te nemen. Dat hangt deels af van de mate waarin adverteerders de rechten uitoefenen die ze al hebben. Dat was de centrale boodschap van een recente UBA Exchange Community-sessie over de stand van zaken van crossmediale meting.

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Globale platformen en crossmediale meting: adverteerders hebben meer macht dan ze denken

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