Advanced Television

Azerion UK measurement partnership with AudienceProject

April 30, 2025

Digital advertising platform Azerion UK has entered a strategic partnership with cross-media measurement provider AudienceProject to bolster its omnichannel evaluation capabilities with independent audience measurement. The agreement covers connected TV (CTV) and online video (OLV) advertising, including campaigns on YouTube, Prime Video and Netflix.

Adopting third-party data from AudienceProject enables Azerion to tackle the issue of measuring reach and frequency across the fragmented CTV and OLV advertising ecosystem. While CTV inventory can be bought through one DSP, streaming platform data is not aggregated, meaning there is no uniform measurement currency. The result is siloed campaign results that make it difficult to verify effectiveness and optimise media planning. Azerion will leverage AudienceProject’s technology, which uses direct integrations to advertising platforms, advanced deep learning and probabilistic modelling, and large and representative panels to handle the fragmentation resulting from audiences consuming content across numerous devices and channels.

Working with AudienceProject, Azerion can now offer clients insights into deduplicated reach and frequency across CTV and OLV, allowing incremental reach opportunities to be identified and campaigns to be optimised more effectively.

Mark Taylor, Head of CTV at Azerion UK, commented: “Working with AudienceProject puts us in a prime position to tackle the recurring issue of fragmentation and fixes a pain point we frequently hear. Azerion clients can now access independent, trusted audience data to understand who their CTV and OLV campaigns reach, thereby fuelling confident decision-making that better allocates media spend across platforms.”

Paul Barnard, UK Managing Director, UK at AudienceProject, added: “Azerion’s trust in our solution is a great testament to our cross-media measurement capabilities. It’s rewarding to have a partner who understands the value of cross-media measurement, and we look forward to supporting Azerion with our solution and helping their clients better optimise their media investments.”

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