AudienceProject today activated a direct integration with Disney+ that provides advertisers and agencies with independent audience measurement of Disney+ campaigns across five European markets. The integration enables access through AudienceProject's SaaS platform to measure reach and frequency for Disney+ advertising in the United Kingdom, Germany, France, Italy, and Spain.

The Copenhagen-based measurement company announced on January 21, 2026, that the direct integration delivers what it describes as a robust and easy-to-implement solution. Advertisers can now assess Disney+ campaign performance either as standalone efforts or combined with broader media mixes including the open web, social media, online video, connected television, and linear television.

This launch represents the completion of a partnership first announced in November 2024, when Disney+ designated AudienceProject as one of the first European-based measurement companies offering independent audience verification for the streaming platform's advertising campaigns. The initial announcement indicated measurement would begin in the UK, Germany, and Nordic countries, with plans for additional market expansion.

Technical implementation details

The direct integration operates within AudienceProject's AudienceReport platform, eliminating manual data transfer processes that typically characterize third-party measurement implementations. According to the press release, the system automatically imports campaign data from Disney+ while providing cross-device measurement capabilities spanning mobile, tablet, and connected television platforms.

Ben Samuel, VP of Partnerships at AudienceProject, stated in the announcement that demand for independent measurement of Disney+ campaigns has followed the platform's emergence as a premium advertising environment. "With this integration, we're making Disney+ measurement capabilities more robust and easier to activate, so advertisers and agencies can access insights directly in our SaaS platform and make more confident marketing decisions," Samuel commented.

The measurement system tracks reach and frequency metrics across all devices where Disney+ content streams. These capabilities address persistent challenges in understanding campaign performance when audiences consume content across fragmented device ecosystems. Media buyers can now identify duplicate exposures where individual users encounter campaigns on multiple devices, providing deduplicated reach calculations that reflect actual audience size rather than inflated impression counts.

Lucy Gregory, VP of Audience Measurement & Insight at The Walt Disney Company EMEA, explained that media buyers seek trusted, independent measurement demonstrating how streaming contributes to overall campaign performance. "By integrating directly with AudienceProject, we're making Disney+ campaigns easy to measure and help advertisers and agencies access more robust measurement so they can make informed decisions on how to plan and optimize their investments across streaming and the wider media landscape," Gregory stated.

Market coverage and expansion trajectory

The five-market launch covers territories representing substantial portions of European advertising expenditure. Germany constitutes the largest advertising market in Europe by total investment volume. The United Kingdom, France, Italy, and Spain collectively account for significant additional spending across television, streaming, and digital channels.

Additional countries will receive access to the measurement integration following the initial five-market deployment, though AudienceProject did not specify which markets would gain capabilities or provide implementation timelines for expansion phases.

The staged rollout approach mirrors AudienceProject's Netflix integration strategy launched October 1, 2025, across the same five European markets. That integration similarly provided independent audience measurement for Netflix campaigns with plans for subsequent geographic expansion. The company has also announced Trade Desk partnership development scheduled for 2026, which will enable automatic campaign imports from the demand-side platform into AudienceReport.

Streaming measurement infrastructure evolution

The Disney+ measurement activation occurs as advertisers confront mounting pressure to assess campaign performance across increasingly fragmented media environments. AudienceProject's Q1 2026 roadmap outlined the Disney+ integration alongside four additional platform updates extending the measurement provider's capabilities across streaming platforms, programmatic partnerships, and geographic markets.

Research indicates Connected TV's share of media budgets projected to double from 14% in 2023 to 28% in 2025, underscoring the growing importance of unified measurement capabilities spanning television and streaming platforms. Traditional television viewership continues declining across key demographics while streaming consumption increases, forcing advertisers to develop measurement frameworks that capture audience behavior across both distribution methods.

Disney+ operates across twelve countries with an ad-supported tier that launched in Europe during 2023. The platform houses content from Disney, Pixar, Marvel, Star Wars, and National Geographic, along with general entertainment from Hulu including The Simpsons. The streaming service serves as the flagship direct-to-consumer offering from The Walt Disney Company, providing access to Disney's film and television catalog alongside exclusive streaming releases from The Walt Disney Studios.

The measurement implementation enables advertisers to evaluate campaign efficiency metrics including cost-per-reach calculations and frequency distribution analysis. Media buyers can identify which channels deliver target audiences most cost-effectively, informing budget allocation decisions across streaming and traditional advertising inventory. Incremental reach insights reveal how Disney+ campaigns contribute unique audience exposure beyond what other channels deliver, helping advertisers optimize media mixes to extend total campaign reach while avoiding excessive frequency that diminishes effectiveness.

Cross-platform measurement methodology

AudienceProject's measurement infrastructure processes data from multiple sources to construct audience profiles representing campaign exposure patterns. The methodology relies on panels and partnerships to track media consumption behavior across devices and platforms, enabling the company to measure campaigns spanning the open web, social media platforms, online video environments, connected television services, and linear television broadcasts.

The system accounts for co-viewing scenarios where multiple individuals watch content simultaneously on connected television devices. Traditional digital measurement approaches typically track individual device usage, potentially undercounting total audience exposure in household viewing environments where streaming content consumption often involves several people viewing a single screen. Co-viewing measurement provides more accurate reach calculations that reflect actual viewer counts rather than device counts.

Cross-media measurement has demonstrated substantial impact on advertising efficiency in deployed markets. AudienceProject's collaboration with Heineken and Meta revealed digital channels delivered 19.4 times more efficient reach compared to traditional television campaigns. Those insights prompted Heineken to increase digital investment allocation from 30% to over 42% of media budget while documenting a 22 percentage point lift in brand awareness when campaigns combined exposure across both TV and Meta platforms.

The independent measurement positioning matters because it provides neutral verification separate from both advertisers and platforms. Advertisers need verification that campaigns deliver as promised. Agencies require data to optimize media plans. The platforms themselves benefit from third-party validation of their audience claims. AudienceProject's position as an independent entity separate from both advertisers and platforms provides that neutral measurement perspective.

Competitive landscape and platform partnerships

Multiple measurement providers have expanded streaming capabilities throughout 2024 and 2025 as advertisers demand comprehensive cross-platform analytics. Comscore expanded its cross-platform reporting suite on December 15, 2025, to include streaming audio measurement and enhanced social reporting with campaign-level metrics from Meta's Facebook, Instagram, and Audience Network. The company rebranded Comscore Campaign Ratings as Cross-Platform Campaign Results to reflect deduplicated audience measurement across television, CTV, digital, social, and audio channels.

Nielsen has integrated multiple platforms into its measurement system, marking progress toward comprehensive cross-platform campaign analytics. Google Ads introduced Cross-Media Reach measurement in June 2024, providing advertisers with deduplicated reach and frequency insights across YouTube and traditional television. The functionality addresses growing demand for unified campaign measurement across digital and linear channels.

AudienceProject has established measurement relationships with major streaming and digital platforms across its global operations. The company pioneered YouTube cross-media measurement through integration with Google's Ads Data Hub for Measurement Partners in July 2024, positioning AudienceProject alongside established measurement platforms like Nielsen and Comscore in offering comprehensive cross-media reach measurement for YouTube campaigns across various devices including Connected TV with co-viewing capabilities.

Médiamétrie partnered with AudienceProject in September 2025 to accelerate development of its Cross-Media Video advertising measurement solution. The partnership combines Médiamétrie's proprietary data and methodological expertise with AudienceProject's technology infrastructure, targeting launch in Q1 2026 for the French market.

Disney has pursued multiple avenues for enabling measurement and programmatic access to its advertising inventory. The company connected Disney's Real-Time Ad Exchange directly to Google's DV360 and The Trade Desk in March 2024, significantly simplifying how advertisers access premium inventory across Disney's streaming platforms. Those integrations established direct connections between Disney's ad exchange and major media buying platforms, streamlining the ad buying process across Disney+ and Hulu.

Disney announced in June 2025 that Amazon DSP advertisers would gain ability to create specialized campaigns matching Disney's audience data with browsing, streaming, and purchase insights from Amazon Ads. That integration operates through direct collaboration between Amazon Publisher Cloud and Disney Compass, Disney's data collaboration platform providing access to planning, activation, and measurement capabilities.

Industry implications and strategic positioning

The measurement activation reflects AudienceProject's positioning as an independent measurement provider amid industry consolidation where major platforms operate closed advertising ecosystems controlling both inventory and audience data. The company operates partnerships with Amazon, Disney, Google, Meta, Microsoft, and Netflix across its global operations, providing measurement capabilities that span multiple competing streaming and digital advertising platforms.

Bruno Furnari joined AudienceProject as Chief Product & Technology Officer in October 2025, bringing experience from Nielsen and Amazon Ads. Furnari emphasized AudienceProject's independent perspective and Nordic roots, describing the company as pragmatic and focused on transparency. He contrasted this with legacy providers and their less transparent methodologies, stating that measurement quality represents a distinguishing factor.

The executive indicated that effective brand building requires utilizing multiple channels including linear television, connected television, online video, social media, and the open web. Cross-media measurement has become increasingly crucial as advertisers navigate fragmented landscapes where audiences split attention across competing platforms. The full-funnel approach connects campaign exposure to business outcomes across awareness, consideration, and conversion stages.

Industry analysis suggests that European markets face particular measurement challenges due to standards fragmentation across different countries and regulatory frameworks. Multiple solutions have emerged across Europe with varying methodologies, creating inconsistency in how advertisers measure and compare campaign performance across markets. The European Advertising Research Foundation launched an industry-wide project examining cross-media measurement in January 2026, bringing together stakeholders to advance common measurement foundations and best practices across European markets.

The Disney+ integration timing coincides with broader streaming advertising infrastructure developments. Disney launched its Compass data platform on January 6, 2025, marking a shift in how advertisers interact with the entertainment company's ecosystem. The platform provides measurement tools incorporating ROI tracking mechanisms and engagement metrics, offering granular insights into campaign effectiveness across Disney's properties.

For marketing professionals operating multi-platform campaigns, the measurement capabilities simplify workflow processes by providing standardized metrics accessible through a single interface. Rather than aggregating data from disparate sources with inconsistent methodologies, planners can assess Disney+ performance using the same measurement framework they apply to other channels. This standardization reduces complexity in cross-platform campaign optimization and budget allocation decisions.

The integration matters because it addresses fundamental challenges in measuring streaming campaign effectiveness as advertising budgets shift toward streaming platforms. Marketers need reliable, independent data to justify these investments and optimize performance. The measurement capabilities provide quantitative evidence for comparing streaming inventory against traditional television and digital video alternatives, supporting data-driven media allocation decisions.

Timeline

Summary

Who: AudienceProject, a Copenhagen-based cross-media measurement company, launched the integration in partnership with Disney+. Lucy Gregory, VP of Audience Measurement & Insight at The Walt Disney Company EMEA, and Ben Samuel, VP of Partnerships at AudienceProject, provided statements about the collaboration.

What: A direct integration between AudienceProject's AudienceReport platform and Disney+ that enables independent audience measurement of Disney+ advertising campaigns. The integration provides reach and frequency metrics across all devices, supporting measurement of standalone Disney+ campaigns or combined analysis with other media channels including the open web, social media, online video, connected television, and linear television.

When: The integration launched on January 21, 2026, completing a partnership first announced in November 2024. Additional countries will receive access following the initial five-market deployment, though specific timelines were not disclosed.

Where: The measurement capabilities operate in five European markets: the United Kingdom, Germany, France, Italy, and Spain. These territories represent substantial portions of European advertising expenditure and cover key markets for streaming advertising growth.

Why: The integration addresses advertiser and agency demand for trusted, independent measurement demonstrating how streaming contributes to overall campaign performance. Media buyers require comprehensive cross-media measurement to understand campaign reach and frequency across fragmented media environments, optimize investments, and drive greater advertising efficiency across channels. The direct integration eliminates manual data transfer processes while providing robust measurement capabilities that help advertisers make informed planning and optimization decisions across streaming and traditional media landscapes.

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