What opens for Audicom is a new, irreversible phase. And the names that mark the change of pace tell, by themselves, how much the media market has changed: Netflix, Amazon, Disney, and Google-YouTube. They enter the governance of the new Joint Industry Committee (Jic) created to offer the market integrated research on web navigation and paper reading of publishers’ brands. The entry of the platforms into the game happens through the association Anitec-Assinform, which became a member alongside Upa, Una, Fedoweb, Fieg, and Auditel (with minimal presence). Certainly, the picture is not yet complete. Giants like Meta and TikTok are still missing. But the direction is clear: to achieve an increasingly broad, certified, and shared measurement, capable of putting on the same playing field worlds that for years have traveled on parallel tracks. A game far from technical, because establishing the value of audiences also means determining where and how advertising investments move.
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Yesterday’s extraordinary meeting approved the capital increase, the new statute, and appointed the board of directors. Anitec-Assinform will have 16.61%, equal to Fedoweb and Fieg. Upa and Una each maintain 24.92%. Auditel remains with 0.33%. The result is an extra-large board of 38 members, built to balance the weights of the different market components. Marco Travaglia, representing Upa, was confirmed as president. Vice presidents are Letizia Pizzi (Anitec-Assinform), Pier Paolo Cervi (Fedoweb), Uberto Fornara (Fieg), and Marco Girelli (Una).
“With the entry of Anitec-Assinform, Audicom is the first among European Jics to formally open its governance to the representation of digital platforms. It is a historic step that strengthens the system’s ability to reflect market evolution and lays the foundation for a certified, shared, and recognized measurement by all its operators,” said Travaglia. The point, however, is what comes next. The entry of digital giants paves the way for cross-media measurement, a goal also indicated by Agcom with resolution 87/26/CONS. To achieve this, it will be necessary to integrate server-to-server detection with that so far built through SDKs (software inserted ad hoc that make measurements census-based).
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Massimo Dal Checco, president of Anitec-Assinform, speaks of the “last mile towards an integrated and cross-media detection model, in the direction indicated by the Authority.” He adds: “With our members Amazon, Netflix, Google/YouTube, and The Walt Disney Company Italy represented on the new Board of Directors, we bring to governance the expertise of those who measure digital content consumption every day. We are ready to work with the other members on the methodologies that will shape the new system.”
The board will convene on September 14. And, according to Sole 24 Ore, the appointment of the CEO should also come at that meeting, with the expected choice being Alberto Dal Sasso, former Nielsen. Then quickly to the technical committee and the start of work to close the circle on the new detection. Which, if all goes well, should be completed by October 2027
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