AudienceProject today made its Elevate measurement environment available to broadcasters and publishers, extending a tool that has operated exclusively for large platforms since its introduction roughly two years ago. The expansion covers ten markets - the United Kingdom, Germany, Italy, Spain, Poland, Sweden, Denmark, Norway, Finland and Mexico - and gives media owners a dedicated space to document audience delivery for their own inventory.

The announcement, published on June 22, 2026, by Aske Ostergaard, VP Product at AudienceProject, marks a shift in how the Copenhagen-based measurement company positions its Elevate product. Until now, Elevate served as the measurement environment through which large platforms demonstrated the performance of campaigns running on their inventory. Opening it to broadcasters and publishers creates a parallel structure: one where media owners on the sell side can generate the same structured, repeatable outputs that the largest platforms have used to anchor their advertiser conversations.

AudienceProject has been building toward this kind of supply-side measurement for some time. The company has spent the past several years establishing direct integrations with major platforms - Netflix in October 2025 across five European markets, Disney+ in January 2026 across the same territories, and Pinterest in June 2026 in the UK and Germany. In each case, the logic was the same: independent, third-party measurement gives advertisers a check on campaign performance that platform-reported figures alone cannot provide. Elevate for broadcasters and publishers extends that logic to the sell side, asking whether a local broadcaster or digital publisher can make the same credibility case that a streaming giant already makes through structured measurement.

What Elevate gives broadcasters and publishers

The platform, as described in AudienceProject's announcement, operates as a dedicated measurement environment for a broadcaster or publisher's own inventory. Sales and revenue teams at a media owner can use it to track campaigns, audiences and advertiser activity across markets within a single environment, rather than pulling together fragmented outputs from different systems for each commercial conversation.

The core measurement outputs are specific. According to AudienceProject, the platform is designed to show who a broadcaster or publisher reaches, how often they reach them, how accurately they deliver against a target audience, how efficiently they deliver that audience, and how many of the people they reach are non-TV viewers. That last metric is particularly relevant in a media environment where broadcasters compete not just for advertising budgets but for the right to be seen as incremental - reaching people who would not otherwise have been reached through a television buy.

Reach efficiency is expressed as a cost-per-thousand metric within a defined target group. In one example shown in the announcement, UK Female aged 26-45 audiences showed a cost of 56 euros per 1,000 reached in the target group. Separate figures show 41 euros per 1,000 for UK Male audiences and 51 euros per 1,000 for Italian Female audiences. These are illustrative outputs from the platform interface rather than campaign results, but they indicate the kind of granularity the tool is designed to produce.

On-target percentage - the share of impressions delivered to the intended audience - is another central metric. The interface displayed in the announcement shows a 66.2% on-target percentage, flagged as 17% above benchmark. This type of output places broadcaster inventory alongside the structured metrics that large digital platforms have used for years to justify their CPMs, giving sales teams a comparable basis for pricing conversations.

The TV viewership layer adds further dimension. According to AudienceProject, the platform can show which TV viewership segments a broadcaster's or publisher's inventory reaches - and specifically how many of those reached are people who do not watch linear TV. A figure of 49% non-TV viewers appears in the announcement materials, indicating that nearly half of the reached audience, in that example, would not have been captured through a traditional television buy. For advertisers who want to extend campaign reach beyond what TV alone can deliver, that figure becomes a concrete argument for including broadcaster digital inventory in a media plan.

Frequency measurement completes the picture. The announcement cites a 3.7x frequency figure as an example output alongside a 41% target group reach. Together, these outputs form what AudienceProject describes as the basis for stronger commercial conversations - not one-off reports assembled for a specific pitch, but repeatable measurement that sales teams can use consistently across markets.

The Nimbus protocol and local broadcaster measurement

AudienceProject's white paper published on April 22, 2026, referenced by PPC Land at the time, described a protocol called Nimbus that the company developed specifically to handle local broadcaster measurement. According to that document, Nimbus is designed to enable swift, efficient measurement activation for local broadcasters, avoiding the complex integration processing that characterises connections to the largest global platforms.

This matters because the integration architecture for a local broadcaster is fundamentally different from that of a Netflix or a Disney+. The largest platforms connect through custom-built clean rooms or server-to-server integrations via Ads Data Hub and similar infrastructure. A mid-size broadcaster in Scandinavia or a digital publisher in Poland does not have the same technical resources or the same negotiating leverage to build bespoke integrations. Nimbus is positioned as the lighter-weight path - one that gets a media owner into AudienceProject's measurement environment without requiring the same level of engineering that a platform-level integration demands.

The white paper also noted that for digital media where a direct clean room integration is not feasible, AudienceProject uses pixel-based measurement, in which deep learning algorithms estimate reach and audience profiles by linking panelists to ad exposures through an identity graph. That methodology is relevant here because many broadcasters and digital publishers do not operate the kind of data infrastructure that makes clean room measurement straightforward. The identity graph approach allows measurement to proceed at scale without requiring first-party data sharing agreements of the kind that Netflix, Amazon Ads or Disney+ are equipped to execute.

The commercial argument

According to AudienceProject, the fundamental challenge for broadcasters and publishers is not a shortage of audiences but a shortage of credible, comparable documentation. As advertisers allocate budgets across more channels, platforms and markets simultaneously, the criteria for investment decisions have shifted. Measurability has become a condition of consideration. Inventory that cannot produce structured proof of audience delivery sits at a disadvantage relative to inventory that can.

This dynamic has been visible in the broader measurement landscape. AudienceProject's partnership with Omnicom Media Italy, announced on May 27, 2026, made Omnicom the first communications group in Italy to integrate AudienceProject's cross-media measurement into its client offering. That deal reflects agency-side demand: holding companies want unified, independent measurement data that spans their clients' media plans, and they prefer it when the measurement system covers as many inventory sources as possible. Broadcasters and publishers that sit inside that measurement ecosystem become easier to plan and buy. Those that do not become harder to justify in a world where comparable platforms are measurable.

The white paper from April 2026 stated that the industry currently lacks a shared, verifiable definition of reach across media, meaning billions of advertising dollars are invested and optimised based on incomplete or inconsistent data. Elevate for broadcasters is AudienceProject's proposed response to that problem on the supply side - a way to push more inventory into a measurement framework that advertisers and agencies already use to evaluate campaigns running on major platforms.

Stefano Cirillo, Streaming TV Measurement Lead, Europe at Amazon, offered a perspective from the buy side in AudienceProject's announcement: "As Amazon Ads continues to support advertisers across formats and channels, scalable measurement plays an important role in helping brands understand campaign performance and audience delivery. Elevate is a promising step towards making measurement more accessible and actionable across campaigns by delivering transparent and comparable insights."

That endorsement is notable because Amazon Ads is itself a major advertiser-facing platform with its own measurement infrastructure. A positive signal from that quarter suggests the industry sees value in extending structured measurement beyond the very largest players - not as a competitive threat, but as a mechanism for improving the overall data environment in which all advertising operates.

Integration into AudienceReport

The Elevate environment sits within AudienceProject's broader AudienceReport platform, the same infrastructure that powers its cross-media measurement services for advertisers. According to AudienceProject, media owners using Elevate will have a branded presence within AudienceReport, including logo visibility on the integration page. This visibility is designed to signal to advertisers and agencies that a broadcaster's or publisher's inventory is measurable through a recognised independent system - a form of credentialing through the platform.

The connection to AudienceReport is commercially significant. AudienceReport is the product through which advertisers and agencies access reach and frequency data. AudienceProject and The Trade Desk formalised a partnership on February 25, 2026, enabling campaign measurement within AudienceReport for Trade Desk campaigns and making AudienceProject's socio-demographic audience segments available in The Trade Desk's Data Marketplace across Europe. A broadcaster or publisher visible within AudienceReport is therefore visible to the agencies and platforms that already operate within that ecosystem - a meaningful distribution benefit beyond the measurement outputs themselves.

AudienceProject's expansion into Poland in March 2026 is relevant here because Poland is one of the ten markets where Elevate for broadcasters and publishers is now available. The Polish digital advertising market recorded 19.6% growth in 2024 in constant currency terms, among the fastest in Europe, and streaming reached a historic 10.1% share of Polish television viewing time in July 2025 according to Nielsen data. A local broadcaster operating in Poland can now access the same measurement structure used by cross-media advertisers in that market.

What this means for the market

For media owners, the practical significance of Elevate lies in the shift from ad-hoc to repeatable. Broadcasters and publishers have historically produced measurement outputs for specific pitches or post-campaign reports - different methodologies, different vendors, different formats depending on the advertiser asking the question. Elevate proposes a single, consistent environment that produces comparable outputs across campaigns, markets and advertiser relationships. That consistency is what makes measurement commercially useful rather than simply informative.

For the broader advertising market, the expansion matters because it applies pressure on media owners who do not yet participate in structured measurement. As covered by PPC Land in its recent overview of ad tech ahead of Cannes 2026, independent cross-media measurement has widened its coverage notably in the months preceding the festival - with Pinterest, broadcasters, and new agency partnerships all extending the perimeter of what is measurable through independent systems. The cumulative effect is a market in which the absence of structured measurement becomes more conspicuous rather than less.

The ten-market launch spans western and northern Europe alongside Mexico, covering the UK, Germany, Italy, Spain, Poland, Sweden, Denmark, Norway, Finland and Mexico. These represent markets where AudienceProject already operates its advertiser-facing measurement infrastructure. The availability of Elevate across those same territories means a broadcaster with audiences in multiple of those markets can use a single platform to produce measurement outputs consistent enough to support pan-European commercial conversations.

AudienceProject did not announce pricing for Elevate in the June 22, 2026 release. The blog post directed interested parties to request a demo via a contact form.

Timeline

Summary

Who: AudienceProject, a Copenhagen-based SaaS measurement company, announced the expansion. The announcement was authored by Aske Ostergaard, VP Product at AudienceProject. Stefano Cirillo, Streaming TV Measurement Lead, Europe at Amazon, provided a comment included in the release.

What: AudienceProject today opened its Elevate measurement environment to broadcasters and publishers. Elevate gives media owners a dedicated platform to document audience delivery for their own inventory - measuring reach, frequency, on-target percentage, reach efficiency and non-TV viewer incremental reach. The tool was previously available only to large platforms over the prior two years.

When: The announcement was published on June 22, 2026.

Where: Elevate for broadcasters and publishers is available in ten markets: the United Kingdom, Germany, Italy, Spain, Poland, Sweden, Denmark, Norway, Finland and Mexico.

Why: Broadcasters and publishers face increasing pressure from advertisers who now treat measurability as a condition of budget allocation. By providing independent, structured measurement outputs comparable to those produced by major streaming platforms, Elevate is intended to help media owners make a stronger commercial case for their inventory and compete for advertiser budgets on a more comparable footing with larger platforms.