Digital advertising platform Azerion UK will use third-party data from AudienceProject to measure YouTube, Prime Video, and Netflix campaigns on connected TV (CTV) and through online video (OLV) advertising.
Mark Taylor, Head of CTV at Azerion UK, says: “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 fueling confident decision-making that better allocates media spend across platforms.”
Paul Barnard, UK Managing Director, UK at AudienceProject, adds: “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.”
While CTV inventory can be bought through one Demand-Side Platform (DSP), streaming platform data is not aggregated, meaning there is no uniform measurement currency. AudienceProject’s unique technology gets around this through 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.
