AudienceProject launches direct Netflix integration for campaign measurement

AudienceProject announced on 1 October 2025 a direct integration with Netflix that will enable independent audience measurement of advertising campaigns across five European markets. The integration covers the United Kingdom, Germany, France, Italy and Spain.

The new capability allows advertisers to measure Netflix campaigns across all devices within AudienceProject's cross-media measurement platform, AudienceReport. Advertisers can now access reach and frequency data for Netflix campaigns, including metrics on target audience penetration and campaign efficiency.

According to the press release, the integration provides measurement for Netflix campaigns either as standalone efforts or combined with other channels. These channels include the open web, social media, online video, connected TV, and linear TV. The cross-channel approach offers advertisers a consolidated view of campaign performance across multiple platforms.

"We are thrilled to launch this new integration with Netflix," Robert Singleton, Partnerships Director at AudienceProject, stated in the announcement. "Streaming services play an increasingly central role in people's media consumption, and advertisers are eager to understand the reach and impact of their campaigns on these platforms."

The integration addresses a growing need in the advertising industry. Streaming platforms have become significant components of media consumption patterns, yet independent measurement of campaigns on these platforms has remained limited. Traditional measurement approaches often fail to capture the full scope of audience behavior across fragmented media environments.

AudienceProject's measurement solution operates independently from the platforms being measured. This independence allows advertisers to compare performance across different channels using consistent methodology and metrics. The company positions itself as a SaaS provider focused on enabling confident marketing decisions through comprehensive cross-media measurement.

The technical implementation enables real-time access to campaign data. Advertisers can monitor how many people within their target demographics view Netflix advertisements. Frequency metrics reveal how often those individuals encounter the campaigns. These data points help media buyers identify potential over-exposure or under-delivery issues during active campaigns.

Netflix introduced its advertising tier in multiple markets during 2022 and 2023. The platform completed its proprietary ad technology rollout in Q2 2025, severing its advertising technology dependence on Microsoft and deploying the Netflix Ads Suite globally. The addition of independent measurement tools represents another step in Netflix's maturation as an advertising platform.

For advertisers operating across multiple European markets, the five-country coverage provides standardized measurement across key territories. Germany represents the largest advertising market in Europe by total spend. The UK, France, Italy and Spain collectively account for substantial additional advertising investment. Together, these five markets represent a significant portion of European digital advertising expenditure.

Cross-media measurement has become increasingly important as audiences fragment across platforms. A single campaign might run across broadcast television, streaming services, social media, and display advertising simultaneously. Without unified measurement, advertisers struggle to understand total reach and avoid audience duplication.

The frequency dimension proves particularly valuable. Excessive frequency can lead to diminishing returns or audience fatigue. Insufficient frequency may fail to build adequate brand awareness. By measuring Netflix campaigns alongside other channels, advertisers can optimize frequency across the entire media mix rather than managing each channel in isolation.

AudienceProject's platform aggregates data from multiple sources to construct audience profiles. The methodology relies on panels and partnerships to track media consumption behavior. The company has established measurement relationships with Disney+ across selected European markets, providing independent audience tracking for streaming campaigns.

The measurement capabilities extend beyond simple reach calculations. Advertisers can analyze audience composition to verify whether campaigns deliver against intended demographic targets. Geographic breakdowns show regional performance variations. Device-level data reveals whether audiences engage primarily through connected TVs, mobile devices, or other screens.

Netflix's advertising inventory differs from traditional digital advertising in several ways. The platform offers full-screen, non-skippable video advertisements during premium content. This format contrasts with much social media and display advertising where users can scroll past advertisements quickly. The viewing environment may influence campaign effectiveness differently than other digital channels.

The integration arrives as streaming advertising continues to expand. Connected TV's share of media budgets is projected to double from 14% in 2023 to 28% in 2025, according to industry projections. Traditional linear television viewership has declined in many markets, while streaming consumption has increased. Advertisers have shifted budgets accordingly, but measurement complexity has grown alongside the channel proliferation.

Independent measurement serves multiple stakeholders. 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 a neutral measurement perspective.

The five-market launch suggests a phased rollout approach. AudienceProject operates in additional European markets beyond these initial five countries. The company expanded into Mexico in September 2025 for Latin American measurement, and entered Canada through a partnership with NLogic in July 2025. Future expansion of the Netflix integration to additional markets appears likely if the initial deployment proves successful.

Technical specifications of the integration were not detailed in the announcement. However, such integrations typically involve API connections that allow automated data exchange between platforms. AudienceProject's system would receive campaign delivery data from Netflix, then match that information against its panel data to calculate reach and frequency metrics.

The announcement emphasizes efficiency optimization as a key benefit. Media efficiency—reaching the desired audience at the lowest cost—drives much advertising strategy. By understanding which channels and combinations deliver target audiences most cost-effectively, advertisers can allocate budgets more productively.

Singleton's comments highlight streaming's centrality to media consumption. This represents a significant shift from a decade ago when streaming remained a supplementary activity. Today, streaming services constitute primary entertainment sources for many demographics, particularly younger audiences who have largely abandoned traditional television.

The measurement platform's ability to combine Netflix data with linear TV measurements bridges traditional and digital advertising. Many brands still maintain substantial television advertising investments while simultaneously growing digital and streaming allocations. Unified measurement across these channels allows holistic campaign evaluation.

AudienceProject competes in a measurement landscape that includes multiple players. Nielsen, Comscore, and others offer various measurement solutions. The competition has intensified as new channels and platforms have emerged. Each measurement provider offers different methodologies, coverage, and capabilities.

Netflix has systematically expanded its programmatic advertising capabilities throughout 2024 and 2025. The platform opened its ad inventory to The Trade Desk, Google DV360 and Magnite in May 2024, and has since added partnerships with Yahoo DSP, Amazon DSP, and Microsoft Advertising. Campaign Manager 360 integrated Netflix measurement capabilities in February 2025, enabling advertisers to serve and track Netflix campaigns alongside other video inventory.

The platform introduced advanced targeting capabilities in EMEA markets in July 2025, including mood targeting, postal code precision, and over 100 interest segments. These targeting advancements complement measurement capabilities by enabling more precise campaign execution.

The timing of the announcement coincides with Q4 2025, a period of heavy advertising activity as brands prepare for holiday shopping seasons. Major advertisers typically finalize media plans months in advance, but the availability of new measurement capabilities could influence 2026 planning discussions.

AudienceProject's expansion reflects broader industry momentum toward comprehensive measurement solutions. The company partnered with French measurement firm Médiamétrie in September 2025 to develop a Cross-Media Video advertising measurement solution targeting launch in Q1 2026. AudienceProject also expanded YouTube measurement to seven European markets in April 2025, providing cross-media insights including CTV measurement with co-viewing capabilities.

The integration matters for the marketing community 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. Research conducted with Heineken demonstrated that cross-media measurement can reveal significant efficiency gains—the brewery discovered digital channels delivered 19.4 times more efficient reach compared to television, prompting a budget reallocation from 30% to over 42% digital investment.

Netflix's growing advertising business creates opportunities for independent measurement providers. The company expects to roughly double advertising revenue in 2025 while expanding programmatic capabilities across its 13 ad-supported markets. This growth trajectory makes accurate, independent measurement increasingly valuable for advertisers seeking to understand campaign performance.

The announcement arrives as attention-based measurement gains prominence across streaming advertising. Research shows CTV campaigns can achieve 78% higher attention rates than industry standards when properly executed, emphasizing the importance of comprehensive performance analytics beyond traditional reach and frequency metrics.

Timeline

• May 2024: Netflix opens ad inventory to The Trade Desk, Google DV360 and Magnite, expanding programmatic advertising capabilities
• November 2024: AudienceProject launches direct integration with Disney+ for independent ad campaign measurement across UK, Germany, and Nordic countries
• February 2025: Campaign Manager 360 adds Netflix ads integration and cross-media TV measurement tools
• April 2025: AudienceProject expands YouTube measurement to seven European markets including Germany, France, Italy, Sweden, Denmark, Norway, and Finland
• April 2025: Netflix launches proprietary ad platform in United States on April 1, shifting from Microsoft Advertising dependency
• July 2025: Netflix introduces advanced targeting suite for EMEA including mood targeting and postal code precision
• July 2025: Netflix completes proprietary ad tech rollout globally across all 13 ad-supported markets
• July 2025: AudienceProject becomes available in Canada through NLogic partnership
• August 2025: Microsoft launches Premium Streaming campaigns including Netflix
• September 2025: Netflix becomes available in Amazon DSP starting Q4 2025 across 11 international markets
• September 2025: AudienceProject launches cross-media measurement services in Mexico
• September 2025: Médiamétrie partners with AudienceProject for cross-media video measurement solution targeting Q1 2026 launch
• 1 October 2025: AudienceProject announces direct integration with Netflix for independent audience measurement across UK, Germany, France, Italy and Spain

Summary

Who: AudienceProject, a SaaS company specializing in cross-media measurement, partnered with Netflix. Robert Singleton, Partnerships Director at AudienceProject, represented the company in the announcement.

What: A direct integration enabling independent audience measurement of Netflix advertising campaigns within AudienceProject's AudienceReport platform. The integration provides reach and frequency metrics for Netflix campaigns, either standalone or combined with other channels including open web, social media, online video, connected TV, and linear TV.

When: The integration was announced on 1 October 2025.

Where: The integration initially covers five European markets: the United Kingdom, Germany, France, Italy, and Spain. Measurement works across all devices within these territories.

Why: The integration addresses growing advertiser demand for independent measurement of streaming platform campaigns. As streaming services become central to media consumption, advertisers need reliable data to understand campaign reach, optimize media investments, and compare performance across fragmented media environments. The solution helps advertisers make confident marketing decisions and achieve greater advertising efficiency across channels.