Netflix Extends Use of AudienceProject Data

Copenhagen-based cross-media measurement platform AudienceProject has expanded its partnership with Netflix, building on a direct integration launched last year. The streaming TV pioneer will now use AudienceProject's reports and Elevate system to prove, illustrate and detail the impact of its ad inventory.

AudienceProject employs around 70 people in offices in Northern Europe, Ukraine and India, supplies official audience metrics for currency body Media Metrics Finland and partners with French supplier Médiamétrie on development of a Cross-Media Video advertising measurement solution. It launched direct integration with Netflix a year ago, and has since done the same with Disney+.

Elevate is AudienceProject's independent measurement platform, built for media owners, and along with the data firm's cross-media reports will now be used to help Netflix advertisers understand reach and frequency, as well as how Netflix contributes to total campaign performance compared to other media channels.

AudienceProject says its measurement has already demonstrated Netflix's ability to reach audiences that are not reached through TV campaigns across the UK, Germany, France, Italy and Spain, delivering - on average - 54% unique reach to TV in target audiences. The service is also available in Canada.

Robert Singleton (pictured), Partnerships Director at AudienceProject, comments: 'We are proud to expand our partnership with Netflix and support the continued growth of its advertising business. Netflix is increasingly becoming an important part of advertisers' media plans, and independent cross-media measurement plays a key role in proving the reach and incremental value it delivers. By combining AudienceProject Elevate with our cross-media reports, we can help Netflix measure campaigns at scale, demonstrate its value to advertisers and ultimately support more confident media investments.'

The firm is online at www.audienceproject.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.