Augusto Preta examines Italy’s new approach to digital audience measurement in his article, “Measuring digital content: Italy tests a new model for the attention economy,” published in Intermedia, the journal of the International Institute of Communications.
Drawing on his expertise in media economics and digital markets, Augusto analyses the new framework approved by Italy’s communications regulator, AGCOM, following its March 2026 assessment of digital audience measurement methodologies.
His analysis focuses on the shift from platform self-reporting towards independent certification, transparency and cross-platform comparability. The new system assigns a central role to Audicom, with independent auditing and verification, and aims to place digital and traditional media measurement on a more equal footing.
Preta also examines the wider implications for advertising markets, media pluralism and emerging formats such as connected TV, highlighting how reliable audience data is becoming increasingly important as digital platforms account for a growing share of advertising revenues.
Read Augusto Preta’s full article, “Measuring digital content: Italy tests a new model for the attention economy”