Advertising: ‘Audience measurement using web platform data by October’
Travaglia (Upa): “2026 will close at +1.2 per cent, marking growth for the fourth consecutive year”
Advertising is moving closer to its long-standing goal: a ‘single measurement system’. By October, Audicom will have completed its measurement of the total digital and print audience – a milestone set to change the way the market is analysed.
It is from this point that Upa’s president, Marco Travaglia, has chosen to begin the second half of his term at the helm of the association of advertising investors, identifying transparency in audience figures and investment as the main area for improvement in the advertising market.
The first step, as mentioned, will take place by October, when Audicom will complete its total digital+print audience measurement. Just before that, in the coming weeks, Anitec-Assinform is expected to join Audicom’s governing body, a move that will also bring to the table the major digital platforms represented by the association – including YouTube, Netflix, Amazon and Disney – to the table, thereby giving concrete effect to AGCOM Resolution 87/26/CONS, which paved the way for cross-media measurement of the Big Tech companies. Anitec-Assinform will join Audicom, sharing the 50 per cent stake allocated to publishers with Fieg and Fedoweb, whilst the other 50 per cent will remain, as before, in the hands of Upa and Una.
The news emerged from the annual general meeting of the advertising investors’ association, where Travaglia described 2026 as “a rather pivotal year” in which “AGCOM’s resolution in April paved the way for Audicom to begin measuring the big platforms as well. “This is certainly a very interesting development, long sought after by the market, to ensure that the scope of audiences measured through official research and comparable cross-media metrics is expanded much further,” he explained.
The roadmap is already in place. “If everything goes to plan, an extraordinary general meeting will be held by the end of July to formalise the expansion of the shareholder base,” said Travaglia. Only after Anitec-Assinform has joined will the technical committee be able to define the operational procedures for server-to-server measurement (approved by the AGCOM resolution at the end of March) of the platforms.
