Media companies are increasingly expected to demonstrate the value of advertising beyond reach and impressions. Advertisers want to understand whether campaigns influence real-world behaviour and contribute to measurable business outcomes.
At Accurat, we work alongside media companies to develop measurement solutions that provide transparent, evidence-based answers to those questions.
By combining privacy-first location intelligence, AI and robust attribution methodologies, we help media owners transform measurement into a commercial asset. In recent years, two of these collaborations have been recognised at the AMMA Awards: Lijncom's MAIA in 2025 and DPG Media's The Age of PROOF – Drive to Store methodology in 2026.
From reach to evidence
The way advertisers evaluate media has changed.
Traditional metrics such as reach, impressions and opportunity-to-see remain important, but they no longer tell the whole story. Increasingly, advertisers want to understand whether campaigns influence behaviour, increase store visits and contribute to business performance.
For media companies, this presents an opportunity to differentiate themselves by providing transparent, scientifically robust measurement.
At Accurat, we help media owners develop these capabilities—not as standalone reporting tools, but as commercial products that strengthen their value proposition and help advertisers make better-informed decisions.
Developing measurement solutions together
Every media company has different strengths and faces different commercial challenges, but the objective is often the same: helping advertisers better understand the effectiveness of their campaigns.
Our role is to combine behavioural data, mobility intelligence and causal measurement methodologies with our partners' media assets to create practical, scalable measurement solutions.
This approach already supports several leading media organisations across Europe.
Bauer Media Group Belgium
Bauer Media Group Belgium uses Accurat's behavioural audience intelligence to improve audience targeting and demonstrate the incremental contribution of (D)OOH campaigns. By comparing exposed audiences with carefully matched control groups, advertisers gain a clearer understanding of the unique impact of outdoor advertising.
Accurat supports us in developing packages and commercial offers based on specific reach, in order to avoid any form of waste. This is made possible through unique targeting and exceptional selectivity. They also help demonstrate the effectiveness of the (D)OOH component by filtering out other media to determine which POI and POS visits result solely from outdoor advertising.
Bauer Media Outdoor Netherlands
Accurat's audience intelligence also helps Bauer Media Outdoor Netherlands strengthen its commercial propositions through more relevant audience insights.
Accurat's audience data will help us build stronger proposals and ultimately sell more. We value the collaboration enormously and are convinced this is the beginning of a long-term partnership that will continue to grow.
These collaborations reflect a broader shift within the industry. Increasingly, media companies are investing in proprietary measurement capabilities that provide advertisers with greater transparency and confidence.
Lijncom: MAIA
One example is MAIA, the measurement model developed together with Lijncom, Belgium's leading transit media company.
MAIA combines AI, mobility intelligence and big data to provide advertisers with a more accurate understanding of the reach and effectiveness of campaigns across buses and trams. Rather than relying solely on conventional estimation models, advertisers benefit from behaviour-based insights that better reflect how audiences engage with transit media.
The solution has become an integral part of Lijncom's commercial offering and was recognised with an AMMA Award in 2025.
With the help of Accurat, a company specialised in retail intelligence, Lijncom now maps its reach using AI and big data. Accurat offers us unique insights that are not available anywhere else.
DPG Media: The Age of PROOF
DPG Media addressed another challenge facing the industry: demonstrating the offline impact of digital advertising.
Together with Accurat, DPG Media developed The Age of PROOF – Drive to Store, a methodology that combines campaign exposure with privacy-first location intelligence to measure incremental store visits through statistically robust exposed and control groups.
The methodology was developed to address what DPG Media described as the "attribution crisis" by providing a transparent and scientifically robust approach to campaign measurement. Since its launch, it has been applied across more than 150 campaigns, creating one of Belgium's largest benchmark databases for Drive-to-Store measurement.
The project received an AMMA Award in 2026, recognising its methodological rigour, transparency and practical value for advertisers.
In a fragmented media landscape, measuring the offline impact of digital campaigns, particularly store visits, had long remained a blind spot. Accurat introduced a transparent, scientific and locally grounded methodology that made outcome-based measurement straightforward and practical.
Incrementality measurement
By comparing exposed audiences with statistically matched control groups, we isolate the incremental effect of advertising while controlling for external influences.
Transparent reporting
The resulting insights enable media companies to optimise campaigns, strengthen their commercial proposition and provide advertisers with clear, evidence-based reporting.
Why it matters
Recognition from the industry is rewarding, but it is not the objective.
The objective is to help media companies develop products that provide advertisers with greater confidence in the effectiveness of their campaigns.
Together with our partners, we help media organisations:
- demonstrate incremental campaign impact;
- optimise audience targeting and media planning;
- provide transparent, evidence-based reporting;
- benchmark campaign performance across sectors and media formats;
- develop proprietary measurement capabilities that support their commercial strategy.
The AMMA Awards received by Lijncom in 2025 and DPG Media in 2026 reflect what can be achieved when media expertise is combined with robust measurement methodologies.
At Accurat, we are proud to support media companies in developing these capabilities—and even prouder to see these collaborations recognised by the industry. More importantly, the solutions continue to deliver value long after the awards have been presented, helping media owners demonstrate campaign effectiveness with confidence and build stronger relationships with advertisers.