Observed Signal · Mar 13, 2026 · Partnership · Source: Adzine · Impact: 3/5 · Sentiment: Positive
AudienceProject Partners with The Trade Desk for Enhanced Measurement
Danish measurement specialist Audienceproject has partnered with The Trade Desk to integrate its measurement solution directly into The Trade Desk’s demand-side platform and to provide sociodemographic audience segments in the platform’s Data Marketplace. The technical integration covers reach, frequency and an "On-Target-Rate" metric and is designed to measure campaigns across the open internet, including Connected TV (CTV). Advertisers will have access to measurement data during live campaigns for optimization. At launch the measurement solution is available in several European markets (UK, Germany, Italy, Spain, Sweden, Denmark, Norway, Finland); Audienceproject’s targeting segments will initially be available in the UK and Germany with further market expansion planned. Audienceproject and The Trade Desk framed the deal as advancing interoperability, transparency and choice in the open ad ecosystem.
Integration brings measurement and targeting into a major DSP and increases CTV measurement and activation capabilities across European markets, improving campaign visibility and optimization but is not a transformational industry event.
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Key Takeaways & Evidence Grounding
- Audienceproject integrated its measurement solution directly into The Trade Desk’s DSP.
- Audienceproject is supplying sociodemographic audience segments via The Trade Desk’s Data Marketplace.
- Technical metrics provided include reach, frequency and the proportion of contacts within a defined target ("On-Target-Rate").
- Measurement is available at launch in multiple European markets: United Kingdom, Germany, Italy, Spain, Sweden, Denmark, Norway and Finland.
- Audienceproject’s audience segments will initially be accessible in the United Kingdom and Germany, with plans to expand to more markets.
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Audienceproject Integrates with Netflix for Enhanced Ad Measurement
Audienceproject, a Denmark-based measurement specialist, has launched a direct integration with Netflix to measure campaigns in five European markets—United Kingdom, Germany, France, Italy, and Spain—via its reporting platform. The integration provides advertisers with independent reach and frequency data for Netflix campaigns, which can be analyzed alone or together with other channels such as Open Web, Social, Online Video, Connected TV, and linear TV. Measurement is performed through an integration using hashed identifiers in a data clean room, allowing deterministic matching of panel participant IDs with Netflix campaign data, and enabling log-level insight into who saw an ad and how often. Audienceproject emphasizes that the method aims to improve precision of reach and frequency metrics. Robert Singleton, Partnerships Director at Audienceproject, notes the growing importance of streaming services in media consumption and the desire of advertisers to understand reach and impact on these platforms.
Disney+ Embraces Independent Measurement for Enhanced Ad Insights
Disney+ and measurement vendor Audienceproject have implemented a server-to-server integration that lets campaign data from Disney+ be matched directly with Audienceproject’s panel data. The change — an extension beyond a pixel-based approach announced at end of 2024 — is intended to make measurement more robust, simplify advertiser implementation, and improve privacy compliance. Audienceproject (founded 2010 in Copenhagen) positions itself as an independent reach and cross-channel measurement provider. The direct integration launches in the UK, Germany, France, Italy and Spain, with additional markets planned. German media agency Add2 GmbH has expanded its collaboration with Audienceproject and will use the vendor’s cross-media measurement and audience-verification tools to validate campaign delivery against defined target groups.
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.
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