Médiamétrie partners with AudienceProject for cross-media video measurement solution

Médiamétrie announced on September 4, 2025, its partnership with AudienceProject to accelerate development of its Cross-Media Video advertising measurement solution. This collaboration builds upon Médiamétrie's Cross-Media TV + CTV measurement platform launched in January 2025.

The French audience measurement company processes over one billion data points daily to support strategic decision-making for domestic and international clients. According to the announcement, the partnership combines AudienceProject's technological infrastructure, already integrated into major market platforms, with Médiamétrie's proprietary data and methodological expertise.

The solution addresses challenges faced by advertisers, agencies, and publishers in measuring campaign performance across fragmented video environments. Traditional measurement approaches struggle with deduplication across multiple platforms and devices, leading to inflated reach estimates and inefficient media allocation decisions.

"This collaboration marks a significant step forward in the evolution of advertising measurement in France," said Julien Rosanvallon, Deputy Chief Executive Officer at Médiamétrie. "It will give market players access to a unified, deduplicated view of their video campaigns across all screens, thanks to transparent, reliable measurement that is more comprehensive and representative of current advertising practices."

The technical integration leverages AudienceProject's measurement capabilities across major digital platforms. Émilie Carcassonne, Managing Director France at AudienceProject, emphasized the partnership's strategic importance. "By combining Médiamétrie's reliable data and expertise with our proven measurement capabilities, we are setting a new benchmark for independent and comprehensive cross-media advertising measurement," she stated.

Médiamétrie achieved €103.5 million turnover in 2024 with over 700 employees. The company provides joint and sovereign standard audience measurements for media, platforms, and advertising markets across audio and video content. Their methodology emphasizes transparent, impartial, inclusive, comparable, and verifiable measurement standards.

The Cross-Media Video advertising measurement solution targets launch in the first quarter of 2026. Technical specifications include accurate assessment of deduplicated campaign reach and frequency across multiple channels, encompassing major platforms, social media, connected television, and online video. The system provides unified campaign performance views for informed decision-making processes.

AudienceProject operates as a leading Software-as-a-Service company focused on empowering advertisers through independent, comprehensive cross-media measurement. Their technology enables confident marketing decisions and more effective audience targeting across multiple platforms and devices.

The announcement follows significant industry developments in cross-media measurement. 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.

Cross-media measurement has emerged as critical infrastructure for advertising effectiveness in increasingly fragmented media environments. Research indicates Connected TV's share of media budgets is projected to double from 14% in 2023 to 28% in 2025, underscoring the importance of unified measurement capabilities across multiple platforms and devices.

The partnership addresses specific technical challenges in video advertising measurement. Traditional approaches force marketers to choose between reach maximization and media quality while managing cost pressures. Cross-platform deduplication requires sophisticated technical infrastructure capable of identifying unique viewers across different devices, formats, and platforms without compromising individual privacy.

AudienceProject's integration addresses these challenges through comprehensive measurement solutions. The company's technology provides insights into campaign reach and frequency across devices, including rapidly growing Connected TV segments. Their recent expansion into Canada through NLogic partnership demonstrates growing international demand for independent cross-platform measurement capabilities.

The French market represents significant opportunity for advanced measurement solutions. Médiamétrie's existing Cross-Media TV + CTV platform established foundation for expanded video measurement capabilities. The January 2025 launch demonstrated market readiness for unified measurement across traditional television and streaming platforms.

Industry developments indicate accelerating adoption of attention-based measurement methodologies. Recent analysis shows CTV campaigns achieving 78% higher attention rates than industry standards, emphasizing the importance of comprehensive performance analytics beyond traditional reach and frequency metrics.

The Médiamétrie-AudienceProject partnership operates within broader industry transformation toward integrated advertising technology solutions. DoubleVerify's launch of AI-powered verification and optimization platforms reflects growing demand for unified measurement and optimization capabilities across closed advertising environments.

Technical implementation details remain confidential, though the partnership leverages established integration patterns. AudienceProject's existing platform integrations provide foundation for rapid market deployment without extensive technical development requirements. Médiamétrie's proprietary data assets and methodological expertise ensure measurement accuracy and market credibility.

The solution will operate under oversight of Médiamétrie's Cross-Media Video Committee, maintaining transparency and methodological fairness standards. This governance structure ensures independent measurement capabilities while supporting scalability as new market players integrate their data sources.

The partnership addresses evolving advertiser requirements for comprehensive campaign measurement. Digital video advertising growth continues accelerating, with streaming platforms representing increasing proportions of consumer viewing time. Nielsen's expansion of YouTube CTV measurement capabilities demonstrates global industry movement toward unified cross-platform measurement solutions.

Médiamétrie's investment in cross-media measurement capabilities positions the company for continued growth in France's expanding digital advertising market. The partnership with AudienceProject provides technological infrastructure necessary for comprehensive video measurement while maintaining methodological independence and transparency standards.

The Q1 2026 launch timeline enables extensive testing and platform integration before full market deployment. This preparation period allows for technical optimization and stakeholder consultation, ensuring measurement accuracy and industry acceptance upon launch.

Timeline

• January 2025: Médiamétrie launches Cross-Media TV + CTV advertising measurement solution
• June 2024: Google Ads introduces Cross-Media Reach measurement for YouTube and traditional TV
• July 2024: AudienceProject pioneers YouTube Cross-Media Measurement with third-party verification
• July 2025: Comscore partners with HyphaMetrics for advanced CTV measurement targeting 2026/2027 upfront season
• July 2025: AudienceProject becomes available in Canada through NLogic partnership
• August 2024: Nielsen and Innovid partner to streamline cross-media ad measurement
• September 2025: Médiamétrie announces partnership with AudienceProject for Cross-Media Video measurement solution
• October 2024: Nielsen launches YouTube CTV ad measurement with cross-device tracking in Thailand
• December 2024: Amazon launches frequency capping feature with cross-campaign reach measurement
• Q1 2026: Planned launch of Médiamétrie Cross-Media Video advertising measurement solution

Summary

Who: Médiamétrie, France's leading audience measurement company processing over one billion daily data points with €103.5 million 2024 turnover, partnered with AudienceProject, a leading SaaS company specializing in independent cross-media measurement technology.

What: Partnership to accelerate development of Cross-Media Video advertising measurement solution providing unified, deduplicated campaign measurement across major platforms, social media, connected television, and online video, combining AudienceProject's technology with Médiamétrie's proprietary data and methodological expertise.

When: Announced September 4, 2025, building upon Médiamétrie's January 2025 Cross-Media TV + CTV platform launch, with new Cross-Media Video solution scheduled for first quarter 2026 deployment.

Where: France, where Médiamétrie operates as the primary audience measurement authority, with AudienceProject providing international technological infrastructure already integrated into major market platforms across multiple countries including the United Kingdom, Germany, Norway, Sweden, and Canada.

Why: To address challenges faced by advertisers, agencies, and publishers in measuring campaign performance across fragmented video environments, providing transparent, reliable measurement that eliminates duplicate counting and enables confident marketing decisions as Connected TV's media budget share projects to double from 14% in 2023 to 28% in 2025.

PPC Land explains

Cross-Media Measurement: The practice of quantifying audience engagement and campaign performance across multiple media channels and platforms simultaneously. This methodology eliminates data silos that traditionally separated television, digital, and streaming analytics, providing advertisers with unified views of campaign effectiveness. Modern cross-media measurement addresses the convergence of traditional and digital media through integrated frameworks that account for audience overlap and deduplication across different touchpoints.

Deduplicated Reach: A measurement metric that calculates the total number of unique individuals exposed to advertising campaigns while eliminating duplicate counting across multiple platforms, devices, and channels. Traditional measurement approaches often inflate audience numbers by counting the same person multiple times when they encounter ads on different platforms. Deduplicated reach provides accurate audience size calculations essential for efficient media planning and budget allocation decisions.

Connected TV (CTV): Digital streaming services that deliver video content over internet connections directly to television screens through smart TVs, streaming devices, and gaming consoles. Connected TV represents the fastest-growing segment of video advertising, with industry projections showing its media budget share doubling from 14% in 2023 to 28% in 2025. CTV combines the visual impact of traditional television advertising with the targeting precision and measurement capabilities of digital platforms.

Campaign Performance: Comprehensive evaluation of advertising effectiveness across multiple metrics including reach, frequency, engagement, brand awareness, and conversion rates. Modern campaign performance measurement extends beyond traditional exposure metrics to include attention-based analytics, viewer behavior patterns, and cross-platform attribution. This evolution reflects advertisers' growing focus on engagement quality rather than simple impression counts in increasingly fragmented media environments.

Video Advertising: Marketing communications delivered through video content across linear television, streaming platforms, social media, and digital advertising environments. Video advertising has become increasingly complex with the proliferation of viewing platforms and the need to account for different viewing contexts including mobile consumption, co-viewing scenarios, and interactive experiences. Effective video advertising measurement requires sophisticated analytics that capture engagement across the complete video ecosystem.

Platform Integration: The technical process of connecting different advertising and measurement systems to enable data sharing and unified analytics across multiple channels. Platform integration allows measurement providers to access campaign data from various sources while maintaining privacy compliance and data security standards. This capability is essential for comprehensive cross-media measurement as it enables holistic campaign analysis without manual data compilation.

Audience Measurement: The systematic quantification of media consumption patterns, demographic characteristics, and engagement behaviors across different content types and distribution channels. Modern audience measurement combines traditional panel-based research with advanced technology including set-top box data, streaming analytics, and mobile measurement to deliver actionable insights. This discipline has evolved from simple audience counting to sophisticated behavioral analysis that informs content strategy and advertising decisions.

Media Fragmentation: The division of audiences across an increasing number of content platforms, viewing devices, and consumption patterns that complicates traditional measurement approaches. Media fragmentation challenges advertisers to reach target audiences efficiently while measuring campaign effectiveness across disparate channels. This phenomenon has accelerated with streaming platform proliferation, on-demand viewing, and mobile content consumption, requiring more sophisticated measurement solutions.

Frequency Measurement: The calculation of how many times individual audience members are exposed to advertising messages within specific time periods. Effective frequency measurement prevents over-exposure that can reduce advertising effectiveness while ensuring sufficient repetition for message retention. Cross-platform frequency measurement addresses the challenge of counting exposures accurately when audiences encounter campaigns across multiple channels and devices.

Methodological Expertise: The specialized knowledge and techniques required to design, implement, and validate measurement systems that produce accurate, reliable, and actionable audience analytics. Methodological expertise encompasses statistical analysis, sampling techniques, data validation processes, and quality assurance protocols that ensure measurement accuracy. This expertise is particularly critical in cross-media measurement where different data sources must be integrated while maintaining analytical rigor and industry standards.