AudienceProject today told customers it will extend Pinterest campaign measurement in its AudienceReport platform from two European countries to nine during the fourth quarter, make AudienceReport available in Australia in early 2027 and release a new generation of its cross-media platform before the end of the year. The quarterly product email also records that reports starting on or after June 7, 2026 can run for 98 days instead of 84.

In Short

AudienceProject, a Danish company that counts how many different people saw an advertising campaign across TV, streaming, social media and websites, sent its customers a list of recent changes and plans today. If you buy Pinterest ads in France, Italy, Spain, Sweden, Denmark, Norway or Finland, the company says your Pinterest campaigns will be counted alongside your other media before the year ends, and Australian buyers follow in early 2027. Reports can already stretch to 98 days so a whole quarter fits in one, and the company says a rebuilt version of its full platform arrives before 2026 is over.

Reports that follow the flight, not the week

Two changes already in the product lead the update. According to AudienceProject, reports in AudienceReport can now begin and end on any day of the week, so a measurement window can match a campaign's flight dates rather than a fixed calendar grid. The second change is length. The maximum reporting period rose from 84 days to 98 days, or 14 weeks, for reports starting from June 7, 2026. "Quarterly campaigns now fit in a single report," the company wrote.

The arithmetic explains why that sentence is there. An 84-day report covers exactly 12 weeks, which is shorter than every calendar quarter: the first quarter of a non-leap year runs 90 days, the second 91, and the third and fourth 92 each. A full-quarter flight therefore had to be split across two reports, each with its own reach and frequency calculation. Because reach counts each person once per period, the reach of two partial reports cannot be added together to give the reach of the whole campaign. The new 98-day ceiling covers the longest quarter with six days to spare. At the other end of the scale, AudienceProject says shorter bursts can be measured in reports covering only a few consecutive days.

A calendar picker shown in the email illustrates the point. The selected period runs from Thursday, July 9 to Wednesday, July 22, 2026 - a 14-day window that would not line up with a weekly grid tied to a fixed start day. June 7, 2026, the cut-off for the longer limit, was a Sunday.

There is a small inconsistency in the labelling. The email files both changes under "Highlights from Q3", yet the 98-day rule applies to reports that began in the second quarter. The document does not say when the change was switched on, or whether reports created before June 7 can be extended.

Reporting windows have been a recurring theme for the company this year. When AudienceProject replaced its multi-tab report builder with a single page on February 3, 2026, it added automated reporting periods that take the earliest item start date and the latest end date from platform metadata, falling back to impression ingestion dates when a platform supplies none. That automation set the window. The new rules widen what the window is allowed to be.

A wider table of campaigns

The second Q3 release changes what users see before they open anything. According to AudienceProject, new columns on the Reports page show reporting period, channels, target group, reach, frequency and hitrate, so campaigns can be compared without opening each report. The Items page - one of the two navigation sections, alongside Campaigns, that AudienceProject added to AudienceReport in August 2024 - gets clearer naming and five new fields: Tracking Since, Start Date, End Date, Video Complete % and Clicks. "This makes it faster to find the right items and check setup or delivery," the company wrote.

A column picker reproduced in the email lists 31 selectable fields. Beyond names, identifiers and dates, they include population and universe size for both the total audience and the target group, total impressions, impressions adjusted for co-viewing at total and target-group level, target rating points for the target group, reach and frequency at both levels, an on-target percentage marked "(P)", and housekeeping fields such as Last recalculated and Issues. One column is labelled Techedge. Neither that label, the "(P)" suffix nor the hitrate metric is defined anywhere in the email.

Target rating points are the planning unit of television: reach as a percentage of a target audience, multiplied by average frequency. Their presence in the same table as clicks and video completion rates reflects the mixed vocabulary of cross-media buying, in which television planning units and digital delivery metrics sit side by side.

Pinterest moves from two markets to nine

The most concrete item on the fourth-quarter roadmap concerns Pinterest. According to AudienceProject, Pinterest measurement will expand in Q4 from the UK and Germany to France, Italy, Spain, Sweden, Denmark, Norway and Finland. Advertisers will be able to measure the reach and audience profile of Pinterest campaigns on their own or alongside social, online video, connected TV and the open web, the company said.

When the direct Pinterest integration went live in the UK and Germany on June 18, 2026, further European markets were promised without a timetable. Today's update supplies both the list and the quarter. The nine-country footprint matches the five European markets in which AudienceProject already measures Netflix and Disney+ campaigns - the UK, Germany, France, Italy and Spain - plus the four Nordic countries.

Three of AudienceReport's markets are missing from the list. Poland, where the platform has operated since March 2, 2026, is not included, and neither are Mexico or Canada. Linear television is also absent from the channels alongside which Pinterest can be measured, although AudienceReport handles linear TV in other contexts. Can a Pinterest campaign be set against a TV schedule in the same report? The email does not say.

The commercial backdrop on Pinterest's side is plain enough. Pinterest reported 640 million monthly active users for the second quarter of 2026, 157 million of them in Europe, while European advertising growth slowed to 12 percent. Revenue per European user was $1.35, against $8.30 in the United States and Canada - roughly a sixth. For a platform monetising a large audience at that rate, a third-party reach figure placed next to television and video in a buyer's report functions as a sales argument as much as a measurement.

The campaign entity, rebuilt

The second roadmap item is structural. According to AudienceProject, it will enhance the campaign entity in AudienceReport during Q4 and make it the central structure for organising and measuring media. Users will be able to group all related ads across channels, audiences and time into a single, persistent campaign, which the company describes as "one clear source of truth" with the underlying detail still available.

The entity itself dates from August 2024, when it organised multiple reports under one campaign umbrella. The 2024 version grouped reports. The version described today groups ads, and it persists across time rather than living inside a single reporting window. That leaves a question the email does not address: how a persistent campaign relates to the 98-day cap on individual reports, and whether deduplicated reach can be calculated over the full life of a campaign that runs longer than 14 weeks.

The direction is consistent with what the company's product leadership has said in public. Bruno Furnari, who joined as Chief Product and Technology Officer in October 2025, argued at the time that measurement would move from one-off campaign reports towards continuous measurement used day to day. A persistent campaign object is the data structure that model needs; whether the platform's calculations follow is a separate matter.

Excel files, not an API

The third Q4 item is bulk exports. According to AudienceProject, users will be able to select multiple reports and export them into a single, structured Excel file, rather than downloading reports one by one and combining them by hand.

The email mentions no API, no CSV or flat-file option, no scheduled delivery and no direct connection to a business intelligence tool. Other platforms have taken a different route: Amazon made its deduplicated reach and frequency reporting accessible through its public reporting API and added cross-account reach and frequency reporting on April 2, 2026. For agencies compiling multi-client or multi-market reporting, a single workbook removes a manual step. It still leaves a file in the middle of the pipeline.

Australia gets a season: early 2027

Outside Europe, the update narrows a date. According to AudienceProject, following its collaboration with the Video Futures Collective, AudienceReport will be available in Australia in early 2027. "Advertisers and agencies will be able to measure reach, frequency and audience delivery across their full media mix," the company wrote.

The collaboration with the Video Futures Collective was announced on August 24, 2026, with the stated aim of building Australia's first independent cross-media audience measurement solution. The collective grew out of a think tank set up by Foxtel Media in early 2024 and became a formal industry association in March 2026, with founding members including Amazon Prime, Disney Advertising, Foxtel Media, Netflix, Samsung Ads, SBS, Vevo and YouTube. On September 3, DAZN Media+ signed a separate commercial agreement with AudienceProject covering Kayo SPORTS, BINGE, Foxtel Go and linear TV, including the incremental reach its streaming services add beyond linear television. That agreement said only that measurement would reach clients from 2027. "Early 2027" is the first narrower timing to appear.

Much remains undisclosed. The email gives no panel size for Australia, no audit arrangement, no reporting cadence and no indication of whether the collective's members will report on shared definitions. The market that awaits the product is large and, by buyers' own account, poorly served. Australian digital advertising reached a record $4.9 billion in the first quarter of 2026, up 15.3 percent, with video accounting for 73.2 percent of display spending. An IAB Australia survey published in May found that only 63 percent of respondents consistently or sometimes obtained adequate data signals from ad-supported subscription streaming services. Australia would be AudienceReport's first market outside Europe and the Americas.

Next 3.0, with 90 days left in the year

The least specific item is the largest. Under the heading AudienceProject Next 3.0, the company wrote: "This year, we will launch the next generation of our cross-media measurement platform." With the email dated today, 90 days remain in 2026. No features, release date, pricing or migration plan accompany the statement.

The version number matches Elevate 3.0, the environment for media owners that AudienceProject released on August 27, 2026 with an AI assistant called Audrey, scaled benchmarking against country-level CTV averages and a redesigned interface. Today's email directs media owners to Elevate 3.0 but adds nothing new about it.

The company did list five ambitions for the coming year: "Higher standards, faster delivery." "One view across all media." "From reach to results." "From insights to decisions." "Intelligence built in." Several echo the WFA's North Star principles, which AudienceProject's April 2026 white paper cited as calling for full lifecycle measurement across planning, reporting and optimisation, and for full-funnel outputs and outcomes. In January, the Q1 2026 roadmap said the platform would add brand lift and sales lift measurement rather than measuring reach and frequency in isolation. "From reach to results" suggests that remains the direction. The email, however, commits to no outcome metric, no date for one and no description of what the AI component does.

How the last Q4 roadmap fared

A year to the day earlier, on October 2, 2025, AudienceProject published its Q4 2025 roadmap. It promised a Trade Desk integration, a launch in Poland, a benchmarking feature, Amazon Ads measurement in Sweden and a redesigned report builder.

Several of those items arrived after the quarter had closed. The Q1 2026 roadmap, published on January 14, listed Poland, the Trade Desk work and the report builder again. The report builder went live on February 3, 34 days into the new year. The Trade Desk partnership was formalised on February 25. Poland followed on March 2, 61 days into 2026. Benchmarking eventually surfaced in a different form inside Elevate 3.0, comparing results against a market-level CTV standard rather than against an advertiser's own past campaigns.

None of this means the current Q4 items will slip. It does mean a quarter label in an AudienceProject roadmap has, at least once, worked as a target rather than a delivery date - a distinction that matters to any agency building year-end Pinterest reporting in Paris, Milan or Stockholm around it.

Why this matters for the marketing community

AudienceProject has spent 2026 adding coverage at a steady clip: Disney+ in January, The Trade Desk in February, Poland in March, Omnicom Media Italy in May, Pinterest and the opening of Elevate to broadcasters and publishers in June, Elevate 3.0 in August, DAZN Media+ in September. Today's update is different in character. Three of its five concrete items concern how reports are built, viewed and exported, not what can be measured.

That is less cosmetic than it sounds. The central problem in cross-media work is deduplication - counting a person once across environments that each count separately - and every structural decision determines what gets deduplicated against what. A report window that stops six days short of a quarter, or a campaign that ends where a reporting period ends, produces a different reach figure from one that spans the full flight. Longer windows and persistent campaigns are, in effect, changes to the boundaries of the calculation.

The meaning of "independent" also deserves precision. When AudienceProject expanded Netflix measurement to six markets on September 29, the method on record involved matching delivery data supplied by Netflix against the company's own panel, and the headline figure of 54 percent unique reach to TV was published without a sample size or definition. The Pinterest integration works through a direct data connection of the same kind. Independence here means a separate company performs the calculation; the platform still supplies much of the input.

Nor is the wider European question settled. CIMM and the WFA opened a strategic review on January 15, 2026 of competing cross-media initiatives across the continent, asking which can deliver scalable, privacy-compliant, advertiser-grade measurement. A vendor adding Pinterest in seven countries and Australia in 2027 widens one candidate's footprint. It does not resolve which numbers the market will eventually trade on.

Timeline

Summary

Who: AudienceProject, the Copenhagen-based cross-media measurement company behind the AudienceReport platform, in its quarterly email to customers. The changes affect advertisers and agencies measuring Pinterest campaigns in nine European countries, AudienceReport users in all markets, and buyers in Australia.

What: A product update covering two releases already live - reports that can start and end on any weekday and run for up to 98 days instead of 84, and new columns on the Reports and Items pages - plus a fourth-quarter roadmap: Pinterest measurement in France, Italy, Spain, Sweden, Denmark, Norway and Finland, a persistent campaign entity, and bulk export of multiple reports into one Excel file. The company also set early 2027 for AudienceReport in Australia and said AudienceProject Next 3.0 will arrive this year, without details.

When: Today, October 2, 2026. The 98-day limit applies to reports starting from June 7, 2026; the roadmap items are scheduled for Q4 2026; Next 3.0 for the remainder of 2026; Australia for early 2027.

Where: Pinterest measurement extends from the UK and Germany to seven more European countries, leaving out Poland, Mexico and Canada. The reporting changes apply across AudienceReport's markets. Australia would be the platform's first market outside Europe and the Americas.

Why: According to AudienceProject, the changes let measurement follow campaign dates, let quarterly campaigns sit in one report, and give users a single campaign structure and faster comparison and export. For the market, report windows and campaign boundaries determine what reach is deduplicated against what, while the company's Q4 2025 roadmap shows that quarter labels on its plans have previously slipped into the following quarter.