Augusto Preta has published a new article in Intermedia (Vol. 54, Issue 2, June 2026), titled: “Measuring digital content: Italy tests a new model for the attention economy”
In this article, Augusto analyses the recent initiative by the Italian Communications Authority (AGCOM) to establish a new certification model for digital audience measurement, aimed at improving transparency, comparability, and reliability of content consumption data in the digital environment.
The paper examines how AGCOM’s decision introduces a structural shift in audience measurement, moving from self-reported systems to an independent certification framework, with significant implications for advertising markets, content valuation, and media pluralism.
It further explores the role of the newly established Joint Industry Committee (Audicom) and the methodological use of SDKs and server-to-server solutions, highlighting the regulatory effort to align measurement standards across traditional television and digital platforms.
The article underlines how this initiative could serve as a reference model at European level, in the context of the European Media Freedom Act and the Digital Markets Act, marking a potential turning point in the governance of the attention economy.
Read the article: https://iicintermedia.org/vol-54-issue-2/measuring-digital-content-italy-tests-a-new-model-for-the-attention-economy/