MILAN – Despite wars, interest rates and inflation, the UPA or the Association of Advertising Users, he sees pink for 2023 and also for 2024. Caution is advised because the economic situation remains very volatile, but there is still a positive mood at the conference on Advanced TV and the new audience measurement.

“Since 2001, companies have been used to orienting themselves by sight and dealing with uncertainty,” he explains Lorenzo Sassoli de BianchiPresident of the UPA -.