Since last year, Stichting Kijkonderzoek (the Dutch television audience measurement service, ‘SKO’) has adopted a new strategy that aims to make all video content and video advertising in the Netherlands measurable. SKO therefore has set up a large amount of projects that together should lead to a new online and offline audience measurement: the VideoTotal. For this purpose, contracts were signed mid 2014 with Kantar Media Audiences/TNS, and also the contract for audience measurement with GfK was broken up and extended. In 2015, additional contractual arrangements were made with ComScore, and with video content and video advertising providers as well, to ensure that the collection of ‘audience behavior’ (which is translated into an audience measurement) takes place in compliance with the applicable rules laid down in Section 11.7a of the Dutch Telecommunication Act (the so-called cookie rules) and the Dutch Data Protection Act (‘Wet bescherming persoonsgegevens’ or ‘Wbp’). The parties responsible for compliance with the law by SKO, Comscore and the video content and video advertising providers are clearly defined in these contractual arrangements. Finally, SKO also has notified the processing of audience behavior to the Dutch Data Protection Authority (College Bescherming Persoonsgegevens).