Italy: Communications Regulatory Authority adopted Resolution No. 87/26/CONS on audience measurement directives for digital platforms

On 25 March 2026, the Italian Communications Regulatory Authority (AGCOM) adopted Resolution No. 87/26/CONS, issuing directives on audience measurement in the digital ecosystem. The Resolution will require that audience measurement of content distributed by digital platforms whose consumption takes place originally and exclusively in the digital environment be carried out by Joint Industry Committee (JIC) Audicom. For census measurements, the Resolution will require Audicom to preferably adopt the single SDK standard, defined as measurement systems based on the direct collection of consumption data on the end user's device according to homogeneous, declared, and verifiable methodological rules defined and governed by the JIC itself. Where the single SDK standard is supplemented by a server-to-server (S2S) approach, the Resolution will require tracking technologies to demonstrate functional equivalence with the single video SDK and satisfy minimum requirements. Firstly, tracking technologies will be required to ensure full comparability with the single video SDK. Secondly, raw data must be made available to the JIC. Thirdly, viewing event data flows must be communicated directly from server to server. Fourthly, processing rules must be coherent with those used for the single SDK. Fifthly, independent third-party auditors free from conflicts of interest must be selected. Sixthly, census verification systems based on ping or audit verification technologies must be established. Seventhly, technical security measures against data alteration must be applied. The Resolution will additionally require Audicom to revise its governance to ensure adequate representation of newly measured parties. Audicom must communicate to AGCOM a roadmap for implementation within one month of publication of Resolution No. 87/26/CONS and will thereafter transmit 6 monthly progress reports to AGCOM until the system is fully operational.