AudienceProject Adds Disney+ Integration

Media measurement solutions firm AudienceProject is launching a direct integration providing advertisers and agencies with access to independent audience measurement of Disney+ campaigns.

AudienceProject is headquartered in Copenhagen, employs around 70 people in offices in Northern Europe, Ukraine and India, and has been the official supplier of audience metrics for currency body Media Metrics Finland since 2020 - it now also partners with French audience measurement and ad currency provider Médiamétrie in developing a cross-media video advertising measurement solution.

The firm announced a similar direct integration with Netflix, in October, allowing advertisers in Europe's big 5 economies to measure streaming campaign impact across all devices.

Disney+ is the studio's streaming entertainment division, offering movies and shows from Disney, Pixar, Marvel, Star Wars and National Geographic, along with general entertainment from Hulu. The new tools cover campaign reach and frequency, both for standalone Disney+ campaigns and as part of a broader media mix, helping media buyers optimise their investments across channels. Once again, Europe's big 5 are the countries covered at launch.

Lucy Gregory, VP, Audience Measurement & Insight at The Walt Disney Company EMEA, says of the integration: 'We know that media buyers are looking for trusted, independent measurement that helps them understand how streaming contributes to overall campaign performance. By integrating directly with AudienceProject, we're making Disney+ campaigns easy to measure and help advertisers and agencies access more robust measurement so they can make informed decisions on how to plan and optimise their investments across streaming and the wider media landscape.' Ben Samuel (pictured), VP of Partnerships at AudienceProject, says Disney+ 'has quickly become a premium, high-impact environment for advertisers, and demand for independent measurement has followed.'

The company is online at www.audienceproject.com .