The context
On 25 March 2026, the Italian communications authority (AGCOM) concluded an analysis of methodologies for measuring content distributed by digital platforms.
The objective was to establish guidelines and requirements capable of ensuring transparent, comparable and reliable audience data.
Why it matters
With the internet now surpassing television in advertising revenues and representing the largest share of total income, the absence of shared standards has generated significant market distortions.
What’s new
The decision identifies SDK-based measurement as the “gold standard”.
Its real innovation, however, lies in requiring that data must be:
- Reconstructable
- Auditable
- Aligned according to common criteria
This will be ensured through independent verification and functional equivalence processes.
Key points
✅ The framework is aligned with the European Media Freedom Act and the Digital Markets Act
✅ The JIC system – and Audicom in particular – plays a central role
✅ The model is designed to be replicable internationally
Implications
👉 Audience certification becomes essential to make media comparable
👉 Without reliable data, advertisers operate in an opaque environment
👉 Server-to-server data flows must ensure greater granularity, frequency and auditability
Augusto Preta, Intermedia
Vol. 54, Issue 2 – June 2026
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