Observed Signal · Mar 16, 2026 · Product Launch · Source: AudienceProject A/S News Monitor 2 · Impact: 2/5 · Sentiment: Positive
AudienceProject Launches Independent Measurement Solution in Mexico
AudienceProject announced the launch of its SaaS cross-media measurement platform in Mexico on 22 September 2025. The always-on solution provides independent audience measurement for advertisers, enabling continuous measurement of reach and frequency across the open web, social media, online video, connected TV (CTV) and linear TV. The platform reports total and incremental reach by channel to support planning and optimisation of campaign budgets. AudienceProject positions the expansion to meet growing demand in Mexico — the second-largest ad market in Latin America after Brazil — and cites experience working with global advertisers and agencies. Company leadership quoted the market opportunity and the aim to deliver tangible business outcomes from cross-media measurement for Mexican advertisers.
Regional market expansion of an independent cross-media measurement SaaS increases measurement options for Mexican advertisers and supports cross-channel planning and optimisation, but is not a major platform policy or industry-shifting event.
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Key Takeaways & Evidence Grounding
- AudienceProject launched its SaaS cross-media measurement platform in Mexico on 22 September 2025.
- The solution measures reach and frequency continuously across open web, social media, online video, connected TV (CTV) and linear TV.
- Platform provides insights on total and incremental reach by channel to support campaign planning and optimisation.
- AudienceProject lists clients and partners including Meta, Google, Amazon, WPP Media, Omnicom Media Group, Publicis Media, L’Oréal, Kia and PepsiCo.
- Thomas Gregers Honoré is CEO; Martin Kokholm is Head of Marketing & Communications (contact listed).
Connected Companies & Entities
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AudienceProject Launches Cross-Media Measurement Platform in Poland
AudienceProject announced on 2 March 2026 that it has launched its SaaS cross-media measurement solution in Poland. The platform offers independent, continuous measurement of reach and frequency for campaigns across the open web, social media, online video and connected TV, reporting total and incremental reach per channel. AudienceProject said the expansion responds to rising digital ad spend and demand for independent measurement in Poland. The company highlighted more than 15 years of experience and noted prior collaborations with advertisers, agencies and media owners including Meta, Google, Amazon, WPP Media, Omnicom Media Group, Publicis Media, L’Oréal, Kia and PepsiCo.
AudienceProject Integrates with Netflix for Enhanced Ad Measurement
AudienceProject has launched a direct integration with Netflix to provide independent audience measurement of Netflix campaigns in the UK, Germany, France, Italy and Spain. The integration enables advertisers to measure Netflix campaign reach and frequency across all devices inside AudienceProject’s cross-media measurement platform, AudienceReport. Marketers can view Netflix campaign metrics standalone or combined with other channels including the open web, social media, online video, connected TV and linear TV to support cross-channel planning and optimisation. The announcement was made in a press release dated 1 October 2025, and AudienceProject framed the move as expanding independent, comprehensive cross-media measurement for advertisers.
CFO Questions Reveal CMOs Must Think Like Business Leaders
François Bazini, former International CMO at Suntory, argues that CMOs often fail because they focus solely on marketing rather than business leadership. He lists five dangerous CFO questions that signal a CMO's narrowed perspective, including queries about short-term ROI, brand value destruction, operating deleverage, growth sustainability, and investment prioritization. Bazini emphasizes that CMOs must understand P&L, capital allocation, and long-term brand economics. He illustrates each point with personal experiences from Suntory, Courvoisier, Lucozade, and Jim Beam. The piece calls for marketers to defend the business, not just marketing, and to contribute to strategic decisions beyond their functional role.
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