Netflix, Amazon, Disney and Google-YouTube join Audicom board for cross-media measurement

September 13, 2026 · en.ilsole24ore.com

Marco Travaglia, the Upa representative who chairs Audicom, was confirmed in his post as Italy's audience measurement body reshaped its governance to include Netflix, Amazon, Disney and Google-YouTube for the first time. The four platforms joined through Anitec-Assinform, the digital and IT trade association that became a shareholder at an extraordinary general meeting alongside existing members Upa, Una, Fedoweb, Fieg and Auditel. Shareholding is split so that Anitec-Assinform, Fedoweb and Fieg each hold 16.61 percent, Upa and Una hold 24.92 percent apiece, and Auditel keeps 0.33 percent, producing a 38-member board that takes office on 14 September. Vice-chairs are Letizia Pizzi for Anitec-Assinform, Pier Paolo Cervi for Fedoweb, Uberto Fornara for Fieg and Marco Girelli for Una, and the same meeting is expected to confirm Alberto Dal Sasso, formerly of Nielsen, as chief executive. Massimo Dal Checco, president of Anitec-Assinform, called it "the final stretch towards an integrated, cross-media measurement model."

Ad budgets can start following a single certified measure of attention once server-to-server data from the platforms merges with the SDK-based census system Auditel already runs, a combination targeted for October 2027 and aligned with AGCOM's Resolution 87/26/CONS. Meta and TikTok remain outside the new structure, so planners will still lack a full cross-platform read until those two join. Agencies buying TV, streaming and publisher inventory in Italy gain a roadmap toward comparing reach and frequency across all three on shared terms, which should sharpen budget allocation once the incoming technical committee finishes the methodology work.