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Adtech lobby calls for ‘fair audience measurement’ rules in EU Media Freedom Act

( June 1, 2023, 09:02 GMT | Official Statement) -- MLex Summary: Adtech lobby group IAB Europe has published a set of recommendations for the EU's forthcoming European Media Freedom Act, which is currently being discussed by the European Parliament. Among other things, the bill will introduce transparency rules for audience measurement services. The group wants legislators to consider "respecting the importance of existing self-regulatory initiatives" that are "well established in many member states." IAB Europe also asks them to come up with a clear definition of “providers of proprietary audience measurement systems,” and urges them to "strike a balance between transparency and innovation." The statement follows and the position paper is attached....

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