The media world is changing at lightning speed. New platforms and new (mobile) content distribution models are leading to highly fragmented media consumption. The revenue models in the media sector are also changing.

In order not to lose the battle with the strong international technology players in this context, it is becoming essential to gain a better insight into users' cross-platform media behaviour, also for VRT.

The ambition of this project is to build an advanced cross-media measurement system that bridges the gap between traditional user research and analytics approaches for digital media. Furthermore, innovative explanatory and predictive models should be developed that allow media companies to make informed strategic and editorial choices and strengthen proprietary value-driven algorithms.