AudienceProject, the Copenhagen-based cross-media measurement provider, announced on June 18, 2026, a direct integration with Pinterest that allows advertisers in the United Kingdom and Germany to measure the reach and audience profile of their Pinterest campaigns through AudienceProject's SaaS platform.

The launch extends AudienceProject's growing list of direct platform integrations and marks Pinterest's entry into the company's cross-channel measurement framework for the first time. The integration is available immediately to advertisers and agencies operating in those two markets, with additional European countries expected to follow, though no specific timetable has been given for those expansions.

What the integration does

The core function is straightforward: advertisers can now import their Pinterest campaign data into AudienceProject's AudienceReport platform and measure how many people in a defined target audience those campaigns reached, and how efficiently the platform delivered that reach across devices. That includes mobile, tablet, and desktop inventory on Pinterest.

What makes this technically distinct from a simple data export is the ability to run Pinterest alongside other channels within the same measurement environment. According to AudienceProject, advertisers can analyse Pinterest reach either as a standalone figure or as part of a combined view that incorporates the open web, social media, online video, and connected TV (CTV). The platform generates deduplicated cross-media audience figures, meaning the same person counted on Pinterest and on another channel is not counted twice in the combined total.

That deduplication is the technical feature that makes the data actionable for media planning. Without it, an advertiser adding up reach figures from individual platforms would arrive at a number inflated by overlap. AudienceProject's methodology, which relies on a privacy-first architecture and AI-driven audience construction, is designed to produce a net reach figure that reflects actual unique individuals - not the sum of separate platform reports.

The platform also provides what it calls incremental reach metrics. Incremental reach identifies how much additional audience a given channel adds beyond what other channels already delivered. For a planner deciding whether to allocate more budget to Pinterest or shift it elsewhere, that figure is more useful than total reach in isolation. It answers whether Pinterest is genuinely extending coverage to new audience segments or primarily duplicating audiences already reached through other channels. PPC Land has covered this distinction in depth in its reporting on AudienceProject's Omnicom Media Italy deal.

The direct integration model

AudienceProject has consistently pursued direct integrations with platforms rather than relying on pixel-based or manual data import approaches. A direct integration means the platform's campaign data flows automatically into AudienceReport without requiring advertisers to transfer files or maintain separate measurement tags. According to AudienceProject, the Pinterest integration follows this same architecture.

Antoine Le Notre, Director for Ads Measurement in Europe at Pinterest, described the motivation from the platform's side: "Pinterest offers advertisers a positive and intent-driven environment with meaningful reach and measurable scale. Advertisers are increasingly looking for trusted, independent measurement to understand how platforms contribute to overall campaign performance. By integrating directly with AudienceProject, we're making it easier for advertisers and agencies to access robust reach and audience profile insights for their Pinterest campaigns, helping them plan and optimise with confidence."

Stefania Fussi, Director of Partnerships at AudienceProject, said: "We're excited to launch this direct integration with Pinterest. Platforms like Pinterest play a vital role in helping brands inspire and engage consumers, and advertisers and agencies increasingly demand independent, cross-media measurement to understand performance across channels. With this integration, we're making it easier for advertisers to measure Pinterest campaigns and access robust insights into their reach and audience profile directly in our SaaS platform."

The emphasis on independence is deliberate. When a platform measures its own campaigns, it controls both the delivery mechanism and the performance report. Third-party measurement from an entity with no commercial stake in either the advertiser's spend or the platform's revenue provides a structurally different kind of validation - one that agencies and large advertisers increasingly require as a condition of investment.

Pinterest's position in the European advertising market

Pinterest is not a minor channel in the two markets where this integration launches. According to its Q1 2026 earnings, reported on May 5, 2026, Pinterest generated $1.008 billion in total revenue for the quarter - an 18% year-on-year increase. Europe delivered 27% revenue growth in Q1 to $186 million, and the platform reported 146 million monthly active users in Europe as of mid-2025. The platform's European user base grew 7% year-on-year, and European average revenue per user stood at $1.17 in Q1 2026 - compared to $7.12 for U.S. and Canada users - indicating that European monetisation remains substantially underdeveloped relative to audience size.

That gap is relevant context for the measurement integration. As Pinterest invests in closing the monetisation gap in Europe through expanded programmatic partnerships and performance advertising tools, the availability of independent measurement for UK and German advertisers makes it easier for those advertisers to justify Pinterest as a line item in a broader media plan. A channel without independent reach data is harder to defend in a media plan that requires cross-channel comparability.

Pinterest's audience characteristics also matter here. The platform draws users with demonstrably commercial intent. According to Pinterest, 96% of searches on the platform are unbranded - users searching for ideas and categories rather than specific brands. That behavioural pattern makes Pinterest audiences potentially valuable for upper and mid-funnel campaigns, but it also means the platform's contribution to reach is likely distinct from what a social media platform with different use patterns provides. Measuring that distinctiveness within AudienceProject's cross-media framework now becomes technically possible for UK and German advertisers.

Pinterest reported 631 million monthly active users globally as of Q1 2026 - a ninth consecutive quarter of record user growth - and committed $4 billion to Amazon Web Services through 2031 to power the AI infrastructure behind its discovery and advertising products.

AudienceProject's integration expansion strategy

The Pinterest integration fits into a pattern AudienceProject has followed consistently since 2024. The company has built direct integrations with YouTube, Netflix, Disney+, and The Trade Desk, expanding coverage both by channel type and by geography. AudienceProject activated direct Netflix integration on October 1, 2025 across the UK, Germany, France, Italy, and Spain. Disney+ followed on January 21, 2026, covering the same five markets. The Trade Desk partnership was formalised on February 25, 2026, enabling direct measurement of programmatic campaigns purchased through the demand-side platform.

The geographic logic has been systematic. Each integration launched first in the UK and Germany - AudienceProject's most established European markets - before expanding to France, Italy, and Spain. The Pinterest integration follows the same opening pattern: UK and Germany first, with more European markets expected to follow without a committed timeline.

AudienceProject launched cross-media measurement in Poland on March 2, 2026, which the company described as the largest advertising market in Europe after the big five. The Poland launch covered the open web, social media, online video, and CTV, and Pinterest measurement will presumably become available there once the European rollout reaches that market.

The Omnicom Media Italy partnership announced on May 27, 2026 represents a parallel strand of AudienceProject's strategy: distribution partnerships that give agencies structured access to the measurement infrastructure the platform integrations make possible. A Pinterest integration that sits within AudienceProject's platform becomes accessible to Omnicom Media Italy's client base once that market receives coverage.

Why this matters for the measurement landscape

Independent cross-media measurement has become a structural priority for agencies and large advertisers, not simply a nice-to-have capability. As digital advertising has fragmented across streaming, social, programmatic, and CTV channels, the inability to compare reach figures on a deduplicated, consistent basis has made campaign planning increasingly dependent on platform-reported data - which carries inherent conflicts of interest.

Pinterest previously had measurement partnerships with other third parties. Integral Ad Science and Pinterest launched Total Media Quality measurement in September 2024, providing brand safety, viewability, and invalid traffic detection. Anonym brought privacy-protected measurement to Pinterest in December 2025, enabling advertisers to use first-party data to understand Pinterest's contribution to conversions. Those tools address different questions: IAS addresses ad quality and brand safety; Anonym addresses attribution using first-party data. AudienceProject's integration addresses reach and audience profile on a cross-media deduplicated basis - a complementary capability rather than a replacement for existing measurement tools.

The specific framing in AudienceProject's announcement - "privacy-friendly audience measurement" - also deserves attention. The European market operates under GDPR constraints that limit the use of persistent user identifiers for cross-site tracking. AudienceProject's architecture is designed to construct deduplicated audiences without relying on individual tracking IDs across platforms. That privacy-first approach is not merely a compliance necessity; it is increasingly what makes cross-media measurement technically viable in European markets where consent rates for traditional tracking remain variable and where regulators continue to scrutinise data practices.

PPC Land has followed the broader European cross-media measurement debate in detail, including the CIMM and WFA strategic review launched in January 2026 examining whether emerging solutions can deliver scalable, privacy-compliant, advertiser-grade measurement across European markets. The AudienceProject approach - direct platform integrations combined with a panel-based, privacy-first methodology - represents one answer to that question, now extended to Pinterest for UK and German advertisers.

Market context

UK and German advertisers are among the most sophisticated buyers of digital media in Europe, and both markets have well-established agency ecosystems with high expectations for measurement transparency. The UK's Joint Industry Committee (JIC) framework, which governs audience measurement standards, creates a context in which independent cross-media reach data carries specific weight. Germany, where the DACH beauty retailer Douglas adopted AudienceProject's platform for cross-media measurement across Germany, Austria, and Switzerland in October 2025, has a market structure in which measurement transparency is a recurring topic among large advertisers.

For Pinterest, the integration with AudienceProject provides something the platform has been working toward across multiple measurement partnerships in 2024 and 2025: a way for advertisers to place Pinterest within a comparable framework alongside other channels, rather than evaluating it in isolation using platform-reported metrics. The question of whether Pinterest delivers incremental reach - audiences not already covered by other buys - can now be answered with third-party data for campaigns running in the UK and Germany.

Timeline

Summary

Who: AudienceProject, a Copenhagen-based independent cross-media measurement provider, and Pinterest, the visual discovery platform with 631 million monthly active users globally and 146 million in Europe.

What: AudienceProject launched a direct integration enabling advertisers and agencies to measure Pinterest campaigns within AudienceProject's AudienceReport SaaS platform. The integration provides reach and audience profile data for Pinterest campaigns across devices, on a standalone or cross-media basis with deduplication across channels including the open web, social media, online video, and CTV.

When: Announced June 18, 2026, with the integration available immediately.

Where: Initially available in the United Kingdom and Germany, with additional European markets expected to follow without a committed timeline.

Why: Advertisers and agencies increasingly require independent, third-party measurement that is comparable across channels and not reliant on platform-reported data. In European markets subject to GDPR, privacy-friendly cross-media measurement methodologies are also operationally necessary. The integration gives UK and German advertisers a structured way to evaluate Pinterest's incremental reach contribution relative to other channels in a single, independent measurement environment.