Observed Signal · Feb 5, 2026 · Partnership · Source: Adzine · Impact: 3/5 · Sentiment: Positive
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.
Enables independent, privacy-focused measurement on a major streaming platform and advances comparable cross-channel CTV measurement—relevant to advertisers, agencies and measurement vendors but limited initial market rollout.
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Key Takeaways & Evidence Grounding
- Disney+ and Audienceproject implemented a server-to-server measurement integration.
- Audienceproject previously had a pixel integration with Disney+ announced at the end of 2024.
- The direct integration launches initially in the UK, Germany, France, Italy and Spain.
- Audienceproject was founded in 2010 in Copenhagen.
- Add2 GmbH expanded its collaboration with Audienceproject and will use its cross-media measurement and audience-verification solutions.
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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.
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.
Amazon Ads Rebrands DSP to DVA, Launches Agentic Assistant
At its unBoxed event in San Francisco on September 29, 2026, Amazon Ads announced a major overhaul, renaming its DSP to DVA (Display, Video, and Audio) and merging the console into 'The Amazon Ads Agent.' This AI-powered platform simplifies campaign setup with DVA+ (including Performance Plus and Brand Plus) and Full-Funnel Campaigns, unifying Sponsored Display, Sponsored TV, and programmatic buying. The Agent offers natural language targeting, analytics, and AI guidance, with US tests showing a 25% increase in unique customers and over 10% lower cost per impression. Rollout continues in coming months, including Germany. In other industry news, Goalhanger is bringing ad sales in-house, a US judge allowed $3.2B damages suit against Google, IAB Europe finalized CTV standards, Apple's iOS 27 blocked The Trade Desk on Safari, and Dailymotion, Google DV360, and GVTLabs launched new products. Meanwhile, Walt Disney is planning a major restructuring of its television operations, shifting focus from legacy cable and broadcast channels toward streaming-centered organization, led by Debra O'Connell, chairman of Disney Entertainment Television. The plan consolidates divisions like ABC Entertainment, 20th Television, Hulu Originals, and aims to reduce duplicated roles and align budgets with streaming metrics, following declining affiliate fees and cord-cutting. Hundreds of layoffs are expected, with further cuts in legal, HR, and tech departments, reflecting an industry-wide trend toward streaming-first strategies.
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