AudienceProject executive outlines cross-media measurement priorities

On October 27, 2025, AudienceProject announced that Bruno Furnari has joined the company as Chief Product & Technology Officer. The appointment comes as the advertising industry faces mounting challenges from media fragmentation and the need for unified measurement across platforms.

Furnari brings experience from Nielsen and Amazon Ads to his new role. His career has centered on the intersection of technology, advertising, and measurement. According to the announcement, he led teams and strategy at both organizations during periods when advertising technology underwent significant changes due to privacy legislation, the decline of traditional identifiers like cookies, and advances in artificial intelligence.

The executive stated his motivation for joining AudienceProject stems from its position as an independent measurement provider. "It's nimble, it can adapt quickly, and it has the ambition to set the next standard in measurement," Furnari said in the announcement. He indicated that the company is not constrained by legacy approaches or methodologies.

Media fragmentation drives measurement demand

Cross-media measurement has become increasingly crucial as advertisers and media owners navigate a fragmented landscape. Media fragmentation demands new budget allocation strategies as traditional channel loyalty diminishes. According to Furnari, effective brand building requires utilizing multiple channels including linear TV, CTV, online video, social media, and the open web.

"Each channel is good at something different, and each channel helps you tell your brand story," Furnari explained. However, understanding how investments perform across all touchpoints presents challenges in today's fragmented environment. He noted that publishers need to demonstrate media value and compare it with alternatives.

The fragmented media landscape makes obtaining a complete view of performance nearly impossible without cross-media measurement. "Without cross-media measurement, on the buy-side and on the sell-side, you could be flying blind," Furnari stated.

Recent data supports this assessment. Heineken increased digital investment to 42% following a cross-media measurement study that revealed digital channels delivered 19.4 times more efficient reach compared to television advertising. The brewery achieved 15.4% incremental reach through Meta platforms and documented a 22 percentage point lift in brand awareness when campaigns combined exposure across both TV and Meta.

Platform collaboration and AI advancement

Several trends are reshaping cross-media measurement, according to Furnari. Major platforms are beginning to collaborate, with inventory from one platform appearing on the buying platform of another. These relationships, which he characterized as "frenemy" arrangements, create a need for separate, neutral entities to confirm spending effectiveness. This becomes particularly important as campaigns become more omnichannel and full-funnel.

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.

Artificial intelligence represents another significant trend in measurement. According to Furnari, AI is streamlining the process of finding insights across extensive reports at a scale that was not feasible previously. The technology is enabling the conversion of insights into real actions, such as fine-tuning campaigns while they are running.

"Over time, I think we'll also see a shift from one-off reports to always-on, holistic measurement that advertisers and publishers can trust every day to work on their behalf, not just at the end of a campaign," Furnari said.

AudienceProject pioneered YouTube cross-media measurement through integration with Google's Ads Data Hub for Measurement Partners in July 2024. This collaboration positioned 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.

Technical approach and market position

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.

The measurement quality represents a distinguishing factor, according to Furnari. The system is designed to work even when data is limited. Precision ensures that fluctuations come from the campaign rather than the measurement system. Validity means the measurements reflect actual behavior in the market. "This balancing act isn't easy, but AudienceProject built it, and some of our latest customer wins prove that the market is embracing it," he stated.

The company aims to help advertisers spend more efficiently, publishers demonstrate impact, and make the entire ecosystem more efficient. AudienceProject launched direct Netflix integration for campaign measurement in October 2025, providing independent audience measurement of Netflix campaigns across five European countries. The integration enables advertisers to access reach and frequency insights for Netflix campaigns independently or combined with other channels.

Geographic expansion and partnerships

AudienceProject has been expanding its geographic footprint. The company launched cross-media measurement services in Mexico on September 22, 2025, marking its entry into Latin America's second-largest advertising market. The deployment enables Mexican marketing teams to track deduplicated reach and frequency across multiple channels simultaneously.

Médiamétrie partnered with AudienceProject in September 2025 to develop a Cross-Media Video advertising measurement solution targeting launch in Q1 2026. The partnership combines Médiamétrie's proprietary data and methodological expertise with AudienceProject's technology infrastructure.

AudienceProject outlined its Q4 roadmap in October 2025, detailing platform enhancements and geographic expansions for its AudienceReport cross-media measurement solution. The update encompasses new partnerships, technical features, and market launches scheduled through the end of the year.

Industry context and competitive landscape

The need for independent measurement has intensified as audiences fragment across platforms. Research indicates Connected TV's share of media budgets is projected to increase substantially. Nielsen data shows streaming surpassed broadcast and cable TV combined for the first time in May 2025, reaching 44.8% of total television consumption.

Five major trends are reshaping advertising by 2030, according to research from WPP Media. The study, conducted from April 1-30, 2025, surveyed more than 60 industry experts across media, marketing, technology and publishing sectors. AI-driven creative production dominance, biometric data standardization acceleration, and global privacy regulation fragmentation emerged as key trends. These developments create interconnected implications for marketing strategy, suggesting advertising will become more automated, personalized, and technically complex while operating within increasingly fragmented regulatory environments.

DOOH proves effective as a video mix partner, with research published on August 25, 2025 showing that optimal contact mixes achieve up to 90% assisted advertising recall. The comprehensive study analyzed 1,200 participants through realistic media consumption simulations, examining mono-media campaigns versus cross-media combinations across TV, DOOH, instream and outstream video formats.

Other measurement providers have also expanded capabilities. Nielsen and Innovid partnered to streamline cross-media ad measurement in August 2024, integrating Innovid's ad serving infrastructure with Nielsen ONE. Teads launched deterministic CTV measurement for streaming campaigns in October 2025, introducing measurement capabilities to global markets outside the United States.

Implications for marketing community

The appointment and Furnari's outlined vision reflect broader industry needs. Advertisers face pressure to demonstrate return on investment across increasingly complex media environments. Publishers need to prove value in competitive markets. Both sides require reliable, independent measurement that can unify data across walled gardens and the open web.

The shift toward always-on measurement represents a fundamental change from traditional campaign-based reporting. Continuous monitoring enables real-time optimization and budget allocation adjustments based on actual performance data rather than post-campaign analysis.

AI integration into measurement platforms promises to accelerate insight generation and action implementation. However, this requires measurement systems that can maintain accuracy and validity across diverse data sources and platforms. The balance between automation and reliability becomes critical as advertisers seek both speed and confidence in their measurement solutions.

New Amazon frequency capping features added cross-campaign reach measurement on December 23, 2024, enabling advertisers to measure deduplicated reach and frequency metrics across multiple advertising campaigns. The reporting enhancement addresses the challenge of double-counting when measuring audience exposure across different advertising orders.

Out-of-home advertising delivers higher ROI than digital channels, according to research released on October 24, 2025. OOH achieved a marginal ROI of $7.58 per incremental dollar invested, surpassing the average media type marginal ROI of $5.52. These findings challenge conventional media allocation strategies that favor search, social, and streaming video platforms.

The independent measurement sector faces competition from platform-provided tools and legacy providers. Differentiation comes through transparency, methodological rigor, and the ability to provide comparable metrics across disparate platforms. As Furnari noted, quality measurement must be robust enough to work with limited data, precise enough to attribute fluctuations to campaigns rather than systems, and valid enough to reflect real market behavior.

Timeline

• June 25, 2024: Google Ads introduces Cross-Media Reach measurement
• July 4, 2024: AudienceProject pioneers YouTube cross-media measurement
• August 17, 2024: Nielsen and Innovid partner to streamline cross-media ad measurement
• December 23, 2024: New Amazon frequency capping feature adds cross-campaign reach measurement
• July 17, 2025: Media fragmentation demands new budget allocation strategies
• August 25, 2025: DOOH proves effective video mix partner as new study reveals 90% recall rates
• September 4, 2025: Médiamétrie partners with AudienceProject for cross-media video measurement solution
• September 18, 2025: Heineken increases digital investment to 42% following cross-media measurement study
• September 22, 2025: AudienceProject launches cross-media measurement services in Mexico
• October 2, 2025: AudienceProject outlines Q4 roadmap with Trade Desk integration and Poland expansion
• October 23, 2025: Teads launches deterministic CTV measurement for streaming campaigns
• October 24, 2025: Out-of-home delivers higher ROI than digital channels, research shows
• October 27, 2025: Bruno Furnari joins AudienceProject as Chief Product & Technology Officer
• October 27, 2025: AudienceProject launches direct Netflix integration for campaign measurement

Summary

Who: Bruno Furnari joined AudienceProject as Chief Product & Technology Officer. Furnari previously held positions at Nielsen and Amazon Ads, where he led teams and strategy focused on advertising technology and measurement.

What: AudienceProject announced the appointment of Furnari to advance its independent cross-media measurement platform. The executive outlined priorities including platform collaboration, AI integration, and the shift from one-off reports to continuous measurement. Cross-media measurement enables advertisers to track performance across linear TV, CTV, online video, social media, and the open web while providing publishers with tools to demonstrate media value.

When: The announcement was made on October 27, 2025. Furnari's career spans multiple periods of advertising technology transformation, including the rise of privacy legislation, the erosion of cookies, and recent AI advances.

Where: AudienceProject operates across multiple markets including Europe, North America, and Latin America. The company recently expanded to Mexico and partnered with Médiamétrie in France. The company has Nordic roots and positions itself as an independent measurement provider competing with legacy platforms and platform-owned measurement tools.

Why: Media fragmentation has made unified measurement critical for advertisers and publishers. Platforms are beginning to collaborate while maintaining competitive relationships, creating demand for neutral measurement entities. AI is enabling new approaches to insight generation and campaign optimization. The shift from one-off to continuous measurement reflects industry needs for real-time optimization capabilities. Independent measurement addresses concerns about transparency and comparability across walled gardens and the open web.