AudienceProject now available in Canada through NLogic partnership

NLogic, Canada's leading provider of audience and advertising data solutions, announced on July 23, 2025, a strategic partnership with AudienceProject to introduce independent cross-platform campaign measurement to the Canadian market. The collaboration brings proven global measurement technology to Canada through NLogic's market expertise and industry relationships.

According to the announcement, the partnership marks a significant advancement in Canada's advertising ecosystem. This development positions NLogic as the first major Canadian data provider to offer comprehensive cross-platform measurement capabilities that bridge multiple digital environments. The solution enables agencies and advertisers to measure deduplicated campaign reach and frequency across digital platforms including streamers such as Meta, YouTube, Disney+, and Amazon, alongside social media, online video, open web, and connected TV.

The announcement follows extensive stakeholder consultation and preparation by NLogic. According to Sue Haas, President & COO of NLogic, "We're thrilled to launch this partnership to help our clients better understand the unique audiences reached across streaming ecosystems—something our buy-side clients have been asking for." The solution addresses long-standing measurement silos in Canadian advertising by providing clarity, trust, and collaboration foundations that can be expanded upon.

Cross-platform measurement has emerged as a critical requirement for advertising effectiveness in fragmented media environments. Research from PPC Land indicates that programmatic advertising growth reached 72%, with Connected TV's share of media budgets projected to double from 14% in 2023 to 28% in 2025. This trend underscores the importance of unified measurement across multiple platforms and devices.

The technical foundation rests on AudienceReport, developed by AudienceProject and active in multiple European countries. The system integrates seamlessly with NLogic tools like Video Planner, helping advertisers assess digital campaign performance and make better-informed planning and optimization decisions. According to Thomas Honoré, CEO of AudienceProject, "This collaboration gives Canadian advertisers and agencies a complete view of digital campaign performance across all channels, helping them optimize campaigns for maximum impact."

Data deduplication represents a core technical challenge that the partnership addresses. Traditional measurement approaches often count the same viewer multiple times across different platforms, inflating reach numbers and reducing campaign effectiveness insights. The NLogic-AudienceProject solution provides deduplicated metrics, ensuring accurate audience counting across the digital ecosystem.

The initiative arrives as measurement transparency demands increase across the advertising industry. According to Andrea Hunt, President & CEO of the Association of Canadian Advertisers (ACA), "As the ACA has been leading and advocating for cross-media measurement adoption in Canada, this launch reflects meaningful progress toward our member's goal of a more transparent, accountable, and representative measurement ecosystem."

AudienceProject brings substantial technical expertise to the partnership. The company previously announced groundbreaking integration with Google's Ads Data Hub for Measurement Partners, positioning it alongside established measurement platforms like Nielsen and Comscore in offering comprehensive cross-media reach measurement. The partnership with NLogic extends this capability to the Canadian market for the first time.

The solution's deployment timeline reflects careful market preparation. According to the announcement, NLogic worked closely with stakeholders to ensure the solution reflects their priorities around clarity, trust, and collaboration. This consultation process addressed specific Canadian market needs and regulatory requirements before launch.

Future development plans include integrating linear TV data as part of the evolution toward full cross-platform video measurement. This expansion aligns with the upcoming launch of National Video Audience Measurement (VAM) from Numeris, which aims to provide consistent and unified content measurement across digital and traditional channels. According to Alicia Olson-Keating, President and CEO of Numeris and NLogic, "Exploring full video integration is a natural next step that builds on the insights already being delivered and supports our long-term strategy for holistic audience analysis."

The measurement capabilities address several key areas that have challenged Canadian advertisers. Campaign reach control enables accurate assessment of unique audience exposure across platforms. Contact frequency management prevents overexposure and optimizes budget allocation. Targeting quality validation ensures campaigns reach intended audiences across integrated channels.

Connected TV measurement represents a particularly complex technical challenge within the solution. Industry analysis indicates that CTV measurement requires sophisticated modeling techniques to estimate multiple viewers from a single device signal. The partnership leverages AudienceProject's experience in processing aggregated reach numbers for linear TV alongside co-viewing measurements for CTV.

Cross-platform measurement development reflects broader industry trends toward measurement standardization. Similar partnerships have emerged across global markets, with major platforms like Amazon announcing enhanced cross-channel measurement capabilities spanning 31 markets globally. The Canadian implementation follows established technical patterns while addressing specific local market requirements.

The solution operates within current privacy framework requirements while maintaining campaign optimization functionality. Data processing complies with Canadian privacy regulations through aggregated measurement approaches that protect individual user information while providing actionable campaign insights.

Technical integration extends beyond basic measurement provision. The system connects with existing advertising technology infrastructure through standard reporting interfaces and API connections. This integration enables automated data collection and processing across advertising campaigns, consolidating metrics into unified reporting accessible through both platform interfaces and API connections.

Market timing proves particularly relevant for the partnership launch. Canadian advertising spending continues shifting toward digital platforms, with connected TV representing one of the fastest-growing segments. The ability to measure cross-platform effectiveness enables more strategic budget allocation and improved return on advertising investment across these expanding channels.

The partnership structure reflects NLogic's position as a subsidiary of Numeris, Canada's not-for-profit Joint Industry Committee (JIC) and leading audience data company. This relationship provides measurement credibility and industry acceptance while enabling technical innovation through the AudienceProject collaboration.

Industry reception of the announcement indicates strong market demand for independent measurement solutions. According to the LinkedIn engagement metrics from the announcement, the partnership generated significant industry attention with reactions from major advertising professionals and measurement companies across North America.

Competitive landscape analysis reveals that the partnership positions NLogic uniquely within the Canadian market. While global measurement companies like Nielsen and Comscore operate in Canada, NLogic's local market expertise combined with AudienceProject's technical capabilities creates a differentiated offering specifically designed for Canadian advertising needs.

The solution's scalability enables support for various campaign sizes and advertiser types. From large national campaigns to regional advertising initiatives, the measurement capabilities provide consistent metrics and optimization insights across different investment levels and campaign objectives.

Implementation support includes professional services to help advertisers integrate the measurement capabilities into existing analytics frameworks. This support addresses technical integration requirements while providing training on metric interpretation and campaign optimization approaches.

The announcement represents the first in a series of initiatives led by NLogic to deliver deeper, more rigorous insights into Canadian consumer viewing habits. These efforts support advertiser effectiveness, agency planning precision, media partner accountability, and ultimately improved media experiences for consumers across Canada's evolving advertising landscape.

Timeline

• July 23, 2025: NLogic announces partnership with AudienceProject for cross-platform measurement in Canada
• June 11, 2025: AudienceProject expands partnership with esome for CTV and social media measurement
• April 28, 2025: AudienceProject expands YouTube measurement to new European markets
• February 22, 2024: Comscore expands Cross-Platform audience measurement to local level with CCR Local
• July 4, 2024: AudienceProject announces groundbreaking integration with Google's Ads Data Hub

Key Terms Explained

Cross-platform measurement represents the fundamental capability to track advertising performance across multiple digital channels and devices simultaneously. This technology addresses the fragmented nature of modern media consumption by providing unified metrics that eliminate duplicate counting of audiences. Cross-platform measurement has become essential as consumers engage with content across various touchpoints throughout their daily media journey, making traditional single-channel measurement approaches inadequate for understanding true campaign reach and effectiveness.

Campaign reach refers to the total number of unique individuals exposed to an advertising message across all platforms and devices within a specific time period. Unlike gross impressions, which count all ad exposures regardless of duplication, campaign reach provides deduplicated audience counts that reflect actual unique viewership. This metric enables advertisers to understand their true audience penetration and avoid overestimating campaign performance due to repeated exposures to the same individuals across different platforms.

Connected TV encompasses internet-connected television devices that deliver streaming content through broadband connections rather than traditional broadcast or cable signals. CTV measurement presents unique challenges because viewing often involves multiple household members simultaneously, requiring sophisticated co-viewing detection algorithms. The rapid growth of CTV advertising has made accurate measurement critical for budget allocation decisions and campaign optimization strategies.

AudienceProject operates as a software-as-a-service company specializing in independent cross-media measurement solutions for advertisers, agencies, and publishers globally. The company's technology platform processes audience data from multiple sources to provide comprehensive campaign analytics that operate independently of individual media platforms. AudienceProject's measurement capabilities span various digital channels including social media, streaming services, and traditional digital advertising environments.

Digital platforms constitute the ecosystem of internet-based advertising channels including social media networks, streaming services, programmatic advertising exchanges, and publisher websites. These platforms have fundamentally transformed advertising distribution by enabling precise targeting and real-time optimization capabilities. The proliferation of digital platforms has created measurement complexity as audiences fragment across numerous touchpoints requiring unified analytics approaches.

Advertising measurement encompasses the technical processes and methodologies used to quantify advertising campaign performance across various media channels. Modern measurement combines first-party data, third-party verification, and advanced analytics to provide insights into audience behavior, campaign effectiveness, and return on investment. Effective measurement enables data-driven decision making for media planning, budget allocation, and campaign optimization activities.

Canadian market represents a distinct advertising ecosystem with specific regulatory requirements, media consumption patterns, and industry structures that differentiate it from other global markets. Canada's advertising landscape combines influences from both American and European approaches while maintaining unique characteristics related to bilingual content requirements and domestic media ownership regulations. The market has historically lagged behind other regions in adopting advanced measurement technologies, making the NLogic partnership particularly significant.

Streaming services have fundamentally altered traditional television consumption patterns by providing on-demand content delivery through internet connections. These platforms operate with different advertising models compared to linear television, often incorporating interactive elements and personalized content recommendations. Measurement of streaming service advertising requires specialized approaches to account for individual viewing behaviors and cross-device consumption patterns.

Media measurement represents the broader discipline of quantifying audience engagement across all forms of media content and advertising. This field has evolved from simple audience counting methods to sophisticated analytics that incorporate behavioral data, demographic insights, and cross-platform tracking capabilities. Modern media measurement addresses the convergence of traditional and digital media through integrated measurement frameworks.

Video measurement specifically focuses on quantifying audience engagement with video content across linear television, streaming platforms, social media, and digital advertising environments. Video measurement complexity has increased significantly with the proliferation of viewing platforms and the need to account for different viewing contexts including mobile consumption, co-viewing scenarios, and interactive video experiences. Accurate video measurement enables content creators and advertisers to understand true audience engagement across the complete video ecosystem.

Summary

Who: NLogic, Canada's leading provider of audience and advertising data solutions and subsidiary of Numeris, partnered with AudienceProject, a global measurement technology company.

What: Introduction of independent cross-platform campaign measurement solution enabling deduplicated reach and frequency measurement across digital platforms including CTV, social media, streaming services, and open web.

When: Announced July 23, 2025, following extensive stakeholder consultation and market preparation.

Where: Canadian market, with coverage across digital advertising ecosystems including major streaming platforms, social media channels, and connected TV environments.

Why: To address measurement transparency demands, eliminate data silos, and provide accurate cross-platform campaign insights as Canadian advertising spending shifts toward fragmented digital platforms requiring unified measurement approaches.