egta is the Brussels-based trade association of television and radio sales houses that market the advertising space of both public and private broadcasters across Europe and beyond.
Reshaping audience measurement across all platforms in a simple and scalable way. How can we realistically close the gap between real and measured consumption? How can our industry, as a whole, go from a media-centric towards an advertiser-centric model, while keeping comparable and global KPIs for trading and validation?