INDUSTRIES, TECHNOLOGY | AGCOM launches an investigation on audience measurement in digital platforms

On 31 July 2025 the Italian Communications Authority (AGCOM) published Resolution No. 199/25/CONS (Resolution) announcing the launch of an investigation into the methodologies used by digital platforms to measure content dissemination. The aim is to develop guidelines and set requirements to ensure that audience measurement data is transparent, comparable and reliable.

According to the Resolution, at present, multiple web analytics providers operate with different methodologies, without ensuring the existence of a common, trustworthy market standard. AGCOM also noted that large online platforms and, more generally, providers of over-the-top services tend not to rely on independent third parties but rather use proprietary software for audience measurement. This practice risks producing inaccurate, non-verifiable or even contradictory data. The investigation will close within 150 days from the publication of the Resolution on AGCOM’s website. The results, together with the related guidelines, will be released afterwards.

Newsletter n. 110 – August/September 2025