Agcom, Noseda: “Resolution with clear direction, now implement it all together”

Yesterday’s historic Agcom resolution, which gives precise directions to the Italian sector of measurement and survey of both television and digital editorial audiences (text here), is welcomed by Carlo Noseda, president of IAB Italia, an association of reference of the digital adv with 200 partners including agencies, investing companies, publishers and AD tech. Read also “Being an expression of the world of digital investments – Noseda explains to Adnkronos -, we believe that there must be great uniformity in measurement, this to give common standards to all. Since the world of OTC, which we know to be decidedly cumbersome, in many cases it also tends to measure itself – he adds -, this gives investors great uncertainty and difficulty of comparison for one investment or the other. We had the idea that another measurement system was born to add to the existing one. not recommended, so we are happy with this resolution and we believe that if we can all work together for a single system, the market will benefit enormously “, he stresses. So from now on the advertising agon will be unified among the media? “This – replies the president of IAB Italia – is what we should try to achieve today. Because – he explains with an example – if you watch a content on television and the same content is then fragmented and spread on the network, seen on Youtube at after five days, it is right to count that view exactly like that of television. Today – continues Noseda – everything is counted in a different way and it becomes difficult even to evaluate the effectiveness of an investment. we must implement it all together “. Agcom’s resolution, adds Noseda, “is also downstream of what happened with the assembly of Upa (with the ‘cold fusion’, then skipped, Audiweb-Audipress, ed.) Where in the end everything stopped that was about to be born. We worried because something would be born once again antagonistic to an existing system, therefore yet another system of measurement “. The resolution could help in some way the surveys in the ‘cookieless’ period that is about to arrive? “I would tend not to put the two things together because cookies are more about profiling the advertising message, therefore the ability to direct it to the right people. This instead is more an audience measurement system. Cookies are not a simple game. , they are two different games – both extremely important – but I wouldn’t put them together “, he concludes. Internet beats TV, in 2020 it is the first advertising medium

The note from IAB Italia “Reaffirming the centrality and importance of measurement systems for a balanced development of the media sector and the digital economy in general”, IAB Italia “intends to express its satisfaction with the guideline on the subject of survey of the audience ratings published today by Agcom “, reads a note commenting on the resolution issued today by IAB Italia. “IAB Italia, in particular, shares both the overall approach of the provision and the detailed indications for its future implementation which are completely aligned with the wish expressed by the association on May 26th for the creation of measurement systems based on maximum convergence and comparability of the means and on the widest representativeness of all the operators in the supply chain “.” We totally agree with the guidelines expressed by Agcom – declared Carlo Noseda – which not only confirm the central role of digital in integration of the measurement of the various means but also the impossibility of ignoring the definition of a system of harmonized and coherent metrics for the evaluation of user behaviors that are now increasingly cross-platform and cross-device “.” Also in the light of technical discontinuities and methodological that will be caused in the surveys of digital audiences by the impossibility of continuing to d use third-party cookies – the note still reads -, Agcom’s recommendation to all actors in the supply chain for the development of collaborative models for sharing first-party data and for making a common factor is also totally acceptable of measurement assets “.” The changes we are witnessing both on the technological front and in media consumption will make audience measurements even more relevant in the coming months to redefine the competitive equilibrium of the market – continues Noseda -. As IAB Italia, we hope that all the components of the market collaborate in the best possible way so that the measurement systems represent a rebalancing factor of the dominant positions and of the position rents that – over the years – have also been built on the basis of self-referential approaches and not fully surveys independent and transparent “.” Strong of its international network which also extends to the countries cited as benchmark in the Agcom provision, IAB Italy reaffirms its broader willingness to collaborate with other associations and sector authorities to facilitate the rapid implementation of the indications contained in the address deed. To this end, it will already ask for a first meeting with UPA in the next few days to provide a contribution to identifying the most appropriate implementation solutions “, concludes the note.