AudienceProject maps your streaming wars

AudienceProject today detailed its Q1 2026 product roadmap, outlining five major platform updates that extend the cross-media measurement provider's capabilities across streaming platforms, programmatic partnerships, and geographic markets. The announcement arrives as advertisers face mounting pressure to measure campaign performance across increasingly fragmented media environments where traditional television competes with streaming services for viewer attention.

The Copenhagen-based measurement company will launch direct integration with Disney+ during Q1, enabling advertisers to measure Disney+ advertising campaigns across all devices within AudienceReport. This development follows AudienceProject's November 2024 partnership announcement with Disney+ to become one of the first European-based measurement companies offering independent audience measurement for the streaming platform's advertising campaigns. The Q1 integration builds upon that foundation by providing automatic campaign imports and cross-device measurement capabilities.

The platform will offer advertisers reach and frequency analysis for Disney+ campaigns either as standalone measurements or combined with other channels including the open web, social media, online video, connected television, and linear television. This unified approach addresses persistent challenges in understanding total campaign reach when audiences consume content across multiple platforms simultaneously.

Trade Desk integration transforms programmatic measurement

AudienceProject enters a direct partnership with The Trade Desk during Q1, developing technical infrastructure that will eventually enable automatic campaign imports from the demand-side platform into AudienceReport. The integration addresses workflow friction that currently requires manual campaign setup and data transfer between platforms.

The partnership creates two distinct pathways for accessing measurement capabilities. AudienceReport customers will gain ability to add The Trade Desk as a direct integration, automatically importing and measuring campaigns purchased through the demand-side platform. Non-AudienceReport customers will access AudienceProject measurement as a service within The Trade Desk Marketplace, providing reach and frequency metrics including on-target percentage calculations.

Full integration functionality is expected later in 2026, following development of technical connections between both platforms. The partnership reflects The Trade Desk's expanding measurement ecosystem, which has integrated multiple measurement providers throughout 2025 to provide advertisers with unified campaign analytics across inventory sources.

The Trade Desk joined the S&P 500 index in July 2025, becoming the first independent advertising technology company achieving this status in approximately 20 years. The company reported $2.4 billion in 2024 revenue and $12 billion in platform spend, demonstrating substantial advertiser investment flowing through its demand-side platform infrastructure.

Poland becomes newest measurement market

AudienceProject will expand AudienceReport's market coverage to Poland during Q1, providing Polish advertisers with independent cross-media measurement capabilities across the open web, social media, online video, and connected television. The expansion enables measurement of total and incremental reach for each channel, addressing growing demand for unified campaign analytics in European markets.

Poland represents a strategic market for cross-media measurement expansion. Nielsen data shows streaming captured 10.1% of total television viewing time in Poland during July 2025, marking a historic milestone for digital video consumption in the market. Traditional television broadcasting maintained dominant position at 82.8% of Polish viewing time, suggesting a transitional period where audiences consume content across both established and emerging platforms.

The Polish advertising market has demonstrated receptivity to programmatic expansion. IAB Europe's 2024 AdEx Benchmark Report indicated Poland showed strong programmatic adoption, suggesting less mature markets offer greater opportunities for sophisticated measurement implementation compared to saturated Western European markets.

Polish advertisers currently face measurement challenges stemming from fragmented consumption patterns across cable, satellite, terrestrial broadcasting, and streaming services. Nielsen's implementation of comprehensive television measurement in Poland provides baseline audience data, but independent cross-platform measurement remains limited for campaign-level analytics.

Report builder redesign accelerates analysis

AudienceProject will introduce a redesigned report builder within AudienceReport during Q1, streamlining report creation workflows through simplified interface design. The updated system reduces manual configuration effort, enabling users to generate customized reports through fewer clicks and more intuitive pathways.

The redesigned workflow emphasizes speed over complexity. Users will create reports meeting specific analytical requirements without unnecessary formatting steps or technical overhead. This design philosophy reflects broader industry trends toward reducing friction in marketing analytics platforms, where time spent configuring tools detracts from time spent analyzing results and making optimization decisions.

The report builder update addresses a fundamental tension in measurement platforms: comprehensive capabilities typically require complex interfaces, yet users need quick access to essential metrics during campaign flights. AudienceProject's approach separates basic reporting functions from advanced analytical features, allowing users to access common reports quickly while maintaining access to sophisticated analysis when required.

List functionality gains customization capabilities

AudienceProject will enhance list functionality within AudienceReport during Q1, starting with item lists that support customizable columns and filtering capabilities. Users will customize displayed data fields, apply filters to narrow datasets, and export selected information for external analysis.

The improvements target everyday analytical workflows where users need rapid access to specific data subsets without navigating through comprehensive dashboards. Customizable columns enable different team members to configure views matching their analytical priorities, while filtering reduces time spent manually sorting through complete datasets to identify relevant information.

Export functionality addresses common integration requirements where measurement data feeds into broader marketing analytics stacks or reporting systems. Rather than manually copying information or working exclusively within AudienceReport's interface, users can extract filtered datasets for incorporation into presentations, dashboards, or other analytical tools.

Strategic priorities emphasize AI and full-funnel measurement

The Q1 updates support broader strategic priorities outlined in AudienceProject's forward-looking roadmap. The company emphasizes five long-term objectives that extend beyond immediate feature releases: raising measurement standards through improved methodologies and system performance, delivering omnichannel measurement across digital and offline channels, connecting exposure to outcomes through full-funnel analytics, supporting decision-making with historical benchmarks and planning tools, and embedding privacy-first artificial intelligence throughout the platform.

The artificial intelligence integration represents a significant strategic shift. Multiple advertising technology companies launched agentic AI capabilities throughout 2025, enabling autonomous systems that plan and execute complex workflows without constant human supervision. AudienceProject's approach focuses on making AI function as a trusted expert colleague, reducing friction in analysis workflows while maintaining transparency in how recommendations are generated.

Bruno Furnari, AudienceProject's Chief Product & Technology Officer who joined in October 2025, emphasized that effective brand building requires utilizing multiple channels including linear television, connected television, online video, social media, and the open web. Cross-media measurement has become increasingly crucial as advertisers navigate fragmented landscapes where audiences split attention across competing platforms.

The full-funnel approach connects campaign exposure to business outcomes across awareness, consideration, and conversion stages. Rather than measuring reach and frequency in isolation, the platform will incorporate brand lift and sales lift measurement, providing unified view of campaign performance from initial exposure through final conversion.

Context: Streaming measurement becomes competitive requirement

The Q1 roadmap arrives as streaming advertising measurement transitions from competitive advantage to operational necessity. AudienceProject launched direct Netflix integration in October 2025 across five European markets, providing independent audience measurement of Netflix campaigns. That integration followed YouTube measurement capabilities launched in July 2024 through Google's Ads Data Hub for Measurement Partners, positioning AudienceProject alongside Nielsen and Comscore in offering comprehensive cross-media reach measurement.

The measurement provider has pursued aggressive geographic expansion throughout 2025. Operations launched in Mexico during September, marking entry into Latin America's second-largest advertising market. Partnership with French measurement company Médiamétrie, announced in September 2025, targets Q1 2026 launch of Cross-Media Video advertising measurement solution combining Médiamétrie's proprietary data with AudienceProject's technology infrastructure.

The competitive landscape reflects fundamental shifts in how advertisers approach measurement. Heineken increased digital investment allocation from 30% to over 42% of media budget following cross-media measurement study with AudienceProject and Meta demonstrating digital channels delivered 19.4 times more efficient reach compared to television advertising. That reallocation illustrates how measurement data directly influences budget decisions when advertisers gain visibility into comparative channel performance.

Connected television measurement capabilities have emerged as particularly critical infrastructure for advertising effectiveness assessment. Research indicates Connected TV's share of media budgets projected to double from 14% in 2023 to 28% in 2025, underscoring importance of unified measurement capabilities across television and streaming platforms.

Technical implementation challenges and opportunities

The Q1 roadmap presents substantial technical challenges beyond simple feature additions. Disney+ integration requires establishing secure data connections between AudienceProject's measurement infrastructure and Disney's advertising systems, implementing privacy-compliant tracking across multiple devices, and ensuring measurement methodology aligns with platform-specific characteristics like co-viewing on connected television devices.

The Trade Desk partnership demands even greater technical complexity. Automatic campaign imports require API development enabling seamless data exchange between platforms, standardized data formatting ensuring measurement accuracy across different campaign structures, and workflow integration allowing users to initiate measurement from either platform without manual data transfer.

Polish market expansion necessitates establishing measurement panels representative of Polish audience demographics, integrating with local media platforms and advertising systems, and validating measurement methodology against established baselines like Nielsen's television measurement data.

The report builder redesign addresses user experience challenges that plague many measurement platforms. Comprehensive capabilities typically correlate with complex interfaces, yet users need rapid access to common metrics during campaign optimization. Successful implementation requires understanding which reporting functions users access most frequently, designing simplified pathways to those functions, and maintaining access to advanced features for specialized analysis.

Competitive positioning amid measurement consolidation

AudienceProject's roadmap reflects positioning as independent measurement provider amid industry consolidation. The company operates partnerships with Amazon, Disney, Google, Meta, Microsoft, and Netflix across its global operations, maintaining neutral stance as advertiser-focused measurement provider rather than platform-affiliated analytics service.

That independence carries strategic value as platforms develop proprietary measurement capabilities that may emphasize favorable performance indicators without providing cross-channel context. Google Ads introduced Cross-Media Reach measurement in June 2024, providing advertisers with deduplicated reach and frequency insights across YouTube and traditional television. While valuable for campaigns heavily invested in Google properties, platform-specific measurement creates challenges in comparing performance across competing inventory sources.

The measurement provider competes against established players including Nielsen and Comscore while distinguishing itself through platform integration speed and methodological transparency. DOUGLAS partnered with AudienceProject in October 2025 to implement comprehensive cross-media measurement across operations in Germany, Austria, and Switzerland, selecting independent measurement over platform-provided analytics.

Platform partnerships like The Trade Desk integration demonstrate collaborative approach to solving measurement challenges. Rather than requiring advertisers to choose between programmatic buying platforms and measurement providers, the integration enables unified workflows where campaign setup and performance measurement occur within connected systems.

Implications for marketing operations

The Q1 updates create operational implications extending beyond feature availability. Disney+ measurement enables media planners to evaluate streaming platform performance against other channels using consistent methodology, potentially shifting budget allocation as comparative data reveals efficiency differences across inventory sources.

Trade Desk integration addresses workflow inefficiencies where campaign measurement requires manual data transfer between buying platforms and measurement systems. Automatic imports reduce time between campaign launch and measurement availability, enabling faster optimization decisions during campaign flights.

Poland expansion provides Polish advertisers with measurement capabilities comparable to established Western European markets, potentially influencing how Polish media buyers approach campaign planning and optimization. Access to independent cross-platform measurement may accelerate programmatic adoption in markets where measurement limitations previously constrained sophisticated buying approaches.

The report builder redesign affects daily operational workflows for marketing teams managing multi-channel campaigns. Faster report generation enables more frequent performance reviews, while customization capabilities allow different team members to configure views matching their specific analytical priorities.

Timeline

• November 20, 2024: AudienceProject announces Disney+ partnership for independent ad campaign measurement across European markets
• July 4, 2024: YouTube cross-media measurement launches through Google Ads Data Hub integration
• September 4, 2025: Médiamétrie partners with AudienceProject for cross-media video measurement solution in France
• September 22, 2025: AudienceReport launches in Mexico for Latin American market entry
• October 1, 2025: Direct Netflix integration launches across UK, Germany, France, Italy, and Spain
• October 2, 2025: Q4 2025 roadmap announced detailing Trade Desk partnership and Poland expansion plans
• October 27, 2025: Bruno Furnari joins as CPO to advance cross-media measurement priorities
• October 28, 2025: DOUGLAS partnership announced for DACH market implementation
• January 14, 2026: AudienceProject details Q1 2026 roadmap featuring Disney+ integration, Trade Desk partnership, Poland expansion, report builder redesign, and enhanced list functionality

Summary

Who: AudienceProject, a Copenhagen-based cross-media measurement platform provider operating partnerships with Amazon, Disney, Google, Meta, Microsoft, and Netflix, announced Q1 2026 roadmap updates affecting advertisers and marketing teams across multiple markets.

What: The company detailed five Q1 2026 initiatives: direct Disney+ integration enabling cross-device campaign measurement, Trade Desk partnership for automatic campaign imports, Poland market expansion providing independent cross-media measurement, redesigned report builder streamlining analysis workflows, and enhanced list functionality with customization capabilities. The updates support broader strategic priorities including omnichannel measurement, full-funnel analytics connecting exposure to outcomes, AI integration for reduced friction and faster insights, and improved methodologies raising measurement standards.

When: AudienceProject announced the Q1 2026 roadmap on January 14, 2026, with all five initiatives scheduled for implementation during the first quarter. The Trade Desk integration will launch in Q1 with full functionality expected later in 2026 following technical development. The announcement builds on significant 2025 developments including Netflix integration in October, Mexico expansion in September, and Médiamétrie partnership targeting Q1 2026 launch.

Where: The roadmap impacts multiple markets including existing European operations where Disney+ integration will launch, Poland as newest market expansion enabling local advertisers to access cross-media measurement, and global Trade Desk customers who will gain measurement capabilities through marketplace integration. AudienceProject operates across Europe, North America, and Latin America with recent expansion into Mexico and partnerships across UK, Germany, France, Italy, Spain, and Nordic countries.

Why: The Q1 roadmap addresses mounting pressure on advertisers to measure campaign performance across fragmented media environments where streaming platforms compete with traditional television for viewer attention. Disney+ integration reflects streaming measurement transitioning from competitive advantage to operational necessity as Connected TV's share of media budgets doubles from 14% in 2023 to 28% in 2025. The Trade Desk partnership reduces workflow friction between programmatic buying and measurement systems, while Poland expansion provides measurement capabilities in markets where digital adoption creates demand for sophisticated analytics. Platform enhancements including report builder redesign and list functionality improvements focus on operational efficiency, enabling faster analysis and decision-making during campaign flights.