Audience measurement
Article 24 of EMFA focuses on audience measurement systems with a view to improving transparency and reliability.
The article requires providers of proprietary audience measurement systems, particularly those used by online platforms, to make their methodologies transparent to media service providers and advertisers, undergo independent annual audits and provide measurement data upon request.
National regulatory authorities, including Coimisiún na Meán, are tasked with encouraging the development of industry codes of conduct that promote transparent and reliable audience measurement practices. This involves facilitating collaboration between audience measurement providers, media service providers, platforms and other stakeholders to establish common standards. The European Commission and European Board for Media Services may provide supporting guidelines and facilitate dialogue between member states.
Contact
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