Médiamétrie’s MediaReach cross-video advertising measurement solution enables the evaluation of campaigns delivered across broadcast TV, streaming and video-sharing platforms. It provides a deduplicated view of performance, highlighting the respective contribution of each environment through comparable metrics. We explore what this innovation means for the advertising industry and how Médiamétrie’s approach fits within the broader development of cross-media measurement initiatives emerging across major international markets. CANAL+ will share its perspective on this transformation through a unique ecosystem combining Pay TV, free-to-air channels, streaming services and strategic partnerships with international platforms such as HBO Max. The discussion will examine how cross-video measurement can help demonstrate the complementarity of these environments and reinforce the value of premium video in an increasingly fragmented media landscape. Bringing together both measurement and market perspectives, the session will explore how broadcasters and streamers can leverage these new insights to better demonstrate the value of premium video advertising for brands.