28.10.2026 Cross-media measurement

Digital advertising is increasingly fragmented across a growing number of channels and platforms. At the same time, it is becoming harder for advertisers to understand how many people their advertising actually reaches, where audiences overlap across channels, and where genuinely new, incremental reach is generated.

This webinar explores the importance of independent digital cross-media measurement for advertisers. Cross-media measurement helps identify overlapping audiences across different channels, determine true deduplicated reach, and understand how much incremental reach each media channel delivers – and at what cost.

Using real campaign examples, we will look at how different channels complement each other and how measurement data can be used to optimise media budgets. When advertisers know who their advertising actually reaches and whether those reached belong to the desired target audience, media investments can be allocated more effectively and marketing impact improved.

The topic is particularly timely as the media landscape continues to fragment and an increasing share of advertising takes place within closed, walled-garden environments. Independent cross-media measurement brings results from different channels together in a comparable way and helps build a complete picture of advertising’s true reach.

The webinar is aimed at marketing and media professionals working with digital advertising, including marketing leaders, media directors and managers, brands, media agencies and Ad Ops teams. It is particularly relevant for those who want to understand what their media budget is actually delivering and which channels are most effective at generating incremental reach.

Better measurement benefits both advertisers and consumers: media budgets can be used more efficiently, while consumers can be served more relevant advertising without unnecessary repetition.

Can’t make it at the scheduled time? We still recommend registering so that you’ll receive the recording by email after the webinar.