AudienceProject this week launched its SaaS cross-media measurement platform in Poland, the largest ad market in Europe outside the big five, enabling reach and frequency tracking across open web, social media, online video, and CTV.
AudienceProject this week launched its cross-media measurement platform in Poland, bringing independent audience analytics to what the company describes as the largest advertising market in Europe outside the big five - the United Kingdom, Germany, France, Italy, and Spain. The announcement, dated 2 March 2026, marks a formal entry into the Polish market for the Copenhagen-based SaaS measurement company, which has been building cross-media capabilities for more than 15 years.
The launch gives Polish advertisers access to AudienceProject's AudienceReport platform, enabling continuous measurement of reach and frequency across the open web, social media, online video, and connected TV (CTV). Campaigns can be measured as standalone efforts or in combination across channels, with the platform generating both total and incremental reach figures for each medium. According to the company's press release, these metrics are designed to give advertisers clarity on how many people they are reaching within an intended audience, and which channels are contributing most to that coverage.
Thomas Gregers Honoré, CEO of AudienceProject, said in the announcement: "Poland is the largest advertising market in Europe after the big five – the UK, Germany, France, Italy, and Spain. At the same time, Poland has seen significant growth in digital ad spend in recent years. This development has led to increased demand for independent and comprehensive cross-media measurement in the Polish market, enabling advertisers to better understand how their budgets perform across channels."
The timing of this expansion aligns with a period of sustained momentum in Poland's digital advertising sector. Poland recorded 19.6% growth in constant currency terms in 2024, placing it among the fastest-growing digital advertising markets in Europe alongside Serbia and Ukraine, according to IAB Europe's AdEx Benchmark Report. That same report, released on 21 May 2025, showed European digital advertising reaching €118.9 billion overall - a 16% expansion and the strongest rate since 2011.
The Polish market has also demonstrated significant programmatic growth. IAB Poland's Interactive Industry Map 2026, released on 20 January 2026, documented Poland's digital advertising ecosystem across more than 400 brands and nine primary sectors, reflecting the breadth of a market that has matured considerably over recent years. Poland's programmatic adoption, alongside Hungary and Slovenia, ranked among the stronger performers within the European context, suggesting structural demand for the kind of cross-channel insight AudienceProject's platform provides.
Streaming consumption in Poland has also been climbing steadily, adding urgency to the measurement question. In July 2025, streaming reached a historic 10.1% share of total television viewing time in Poland, according to Nielsen data - the first time digital platforms had crossed that threshold. Traditional broadcasting maintained 82.8% of Polish viewing time in the same period, suggesting a transitional media environment where advertisers increasingly need to understand performance across both legacy and digital channels simultaneously.
Earlier audience data from August 2025 showed streaming at 9.7% of Polish viewing time, with cable television commanding 33.7%, satellite at 30.1%, and terrestrial accounting for 23.5%. The fluctuation between months underscores the complexity of tracking audiences across a fragmented media landscape - precisely the problem AudienceProject's platform is designed to address.
AudienceProject's SaaS platform for Poland covers four primary channel categories: the open web, social media, online video, and connected TV. The platform generates reach and frequency data on a continuous basis, rather than post-campaign, providing what the company characterises as an independent and comprehensive view of campaign performance. The emphasis on independence is significant - the platform is positioned as separate from the media owners and platforms whose inventory is being measured, a distinction that matters to advertisers seeking unbiased verification.
The incremental reach metric is central to the platform's value proposition. Beyond measuring total audience size, it isolates the contribution of each individual channel to cumulative reach, helping advertisers understand where overlap exists and where additional investment would generate genuinely new audience coverage. For campaigns running simultaneously across social media, streaming video, and the open web, this kind of deduplication is operationally important: without it, reach figures can overstate actual unique audience size.
This is not a new methodology for AudienceProject. The company has been deploying comparable capabilities across other European markets for several years, including a direct integration with YouTube through Google's Ads Data Hub for Measurement Partners, which positions AudienceProject alongside established measurement companies including Nielsen and Comscore for YouTube reach measurement. That integration, which supports co-viewing measurement on CTV devices and the Media Rating Council standard for video ad viewability, was expanded to Germany, France, Italy, Sweden, Denmark, Norway, and Finland in April 2025, building on an initial UK deployment.
Poland's launch does not exist in isolation. AudienceProject has been executing a series of geographic and platform expansions in recent months, with the Poland rollout previously flagged in the company's planning documents. According to AudienceProject's Q4 2025 roadmap published on 2 October 2025, the company had already identified Poland as a target market for launch, alongside integrations with The Trade Desk and an Amazon Ads expansion to Sweden.
The Q1 2026 roadmap, published on 14 January 2026, confirmed Poland as a planned market expansion for the quarter, alongside a direct Disney+ integration and technical development work with The Trade Desk. That roadmap cited Nielsen data indicating streaming had captured 10.1% of total television viewing time in Poland during July 2025, flagging the country as a market where audiences were beginning a meaningful shift toward digital video.
On the streaming measurement side, AudienceProject activated a direct integration with Disney+ on 21 January 2026, covering the UK, Germany, France, Italy, and Spain - the same five markets that also received Netflix measurement coverage from 1 October 2025. That Netflix integration similarly offered reach and frequency data across all devices within AudienceReport, covering mobile, tablet, and CTV platforms. Neither the Netflix nor the Disney+ integration has been publicly confirmed for Poland as of this announcement, but the architecture of both integrations is technically compatible with geographic extension.
In France, AudienceProject entered a partnership with Médiamétrie in September 2025 to jointly develop a Cross-Media Video measurement solution. That announcement, made on 4 September 2025, described a solution targeting launch in Q1 2026 that combines Médiamétrie's proprietary data with AudienceProject's technology infrastructure, covering deduplicated reach and frequency across linear TV, connected TV, online video, and social media.
Separate from the geographic launch, AudienceProject has also been investing in its platform interface. On 3 February 2026, the company introduced a redesigned single-page report builder within AudienceReport, replacing a multi-tab configuration system with a vertically structured interface that displays all required fields simultaneously. The update incorporated a live validation panel and automated reporting period functionality - a mechanism that determines start and end dates based on campaign item metadata rather than manual entry.
According to the announcement for that update, the automation uses the earliest item start date from platform-provided data as the reporting period beginning, with impression ingestion dates serving as fallback values where platform-provided start dates are unavailable. End dates follow the latest item end date with maximum fallback values applied when specific end dates are absent. These technical refinements reduce manual configuration errors that tend to compound in cross-media measurement contexts, where data arrives from sources with different timing characteristics and reporting delays.
The platform also has a cost reporting feature introduced in March 2024, which allows advertisers to input budget and impression figures for each channel. AudienceReport calculates cost-per-reach metrics from that input, allowing direct comparison of channel efficiency. Combined with incremental reach data, this enables advertisers to assess not just how many people a channel reaches but at what cost relative to alternatives.
AudienceProject describes itself as a SaaS company providing independent, comprehensive cross-media measurement solutions. The company works with a range of advertisers, agencies, and media owners. According to the press release, existing relationships include Meta, Google, Amazon, WPP Media, Omnicom Media Group, Publicis Media, L'Oréal, Kia, and PepsiCo. The breadth of that client list spans both the buy side - major holding company agency groups - and the sell side in the form of platform partnerships with Google, Meta, and Amazon.
This positioning as an independent third party is a structural feature of the measurement category. Advertisers require external verification because the platforms selling advertising inventory have an inherent interest in reporting favorable performance figures. Independent measurement provides a check on those figures, particularly for metrics like deduplicated reach that are difficult to verify without access to cross-platform identity data that individual platforms do not typically share with one another.
Polish advertising standards developments have been moving in a compatible direction. In September 2025, IAB Polska, together with Stowarzyszenie Content Marketing Polska and Polska Organizacja Reklamodawców, established an Attention Measurement Standardization Group. Research cited in that announcement showed over 80% of Polish industry experts believed the market required measurement standardization, and 93% confirmed that attention metrics directly affect marketing communication effectiveness. AudienceProject's entry into the market arrives as Polish advertisers are actively developing measurement infrastructure more broadly.
The practical implications are straightforward. Polish advertisers running campaigns across multiple channels - a social media buy alongside a programmatic display campaign and a connected TV placement, for example - previously had no single independent source of deduplicated reach data covering all three. Each platform would report its own reach figure, without accounting for audience overlap between them. AudienceProject's platform addresses that gap by providing a unified view.
The campaign planning use case is as important as post-campaign analysis. Incremental reach data, collected continuously during a campaign, allows in-flight adjustments. If one channel is generating significant audience overlap with another, budget can be redistributed toward channels reaching net-new audiences. That kind of optimization requires measurement data that is both independent and timely - the combination AudienceProject is positioning its SaaS platform to deliver.
For Polish media buyers at international holding companies that already use AudienceReport in other European markets, the Poland launch removes a gap in geographic coverage. A multinational advertiser running pan-European campaigns across 10 markets could previously access AudienceProject data for nine of them but not Poland. That constraint is now removed.
Who: AudienceProject, a Copenhagen-based SaaS company providing independent cross-media measurement, launched its platform in Poland. The announcement was made by CEO Thomas Gregers Honoré. Polish advertisers, agencies, and media owners are the primary intended users of the new service.
What: The company launched its AudienceReport platform in Poland, enabling independent measurement of advertising campaign reach and frequency across four channel categories - the open web, social media, online video, and connected TV. The platform provides both total and incremental reach figures, allowing advertisers to assess deduplicated audience coverage and the contribution of each channel to overall campaign reach.
When: The press release was dated 2 March 2026, issued from Warsaw, Poland.
Where: Poland. AudienceProject positioned the launch within a European context, noting that Poland is the largest advertising market on the continent outside the UK, Germany, France, Italy, and Spain. The platform is accessible via AudienceProject's SaaS infrastructure, with the company operating from Copenhagen.
Why: According to AudienceProject, significant growth in Polish digital advertising spending has created demand for independent cross-media measurement that did not previously exist in the market at scale. Poland's 19.6% digital ad growth in 2024, combined with rising streaming consumption and programmatic expansion, created conditions where advertisers require unified, channel-agnostic measurement to understand campaign performance. The launch also fits within AudienceProject's broader European geographic expansion strategy, which has included Netflix and Disney+ streaming integrations, a Médiamétrie partnership in France, and a developing integration with The Trade Desk.
