Médiamétrie has joined forces with AudienceProject to accelerate the rollout of a new cross-media video advertising measurement service.
The partnership comes less than a year after Médiamétrie introduced its TV + CTV measurement product and reflects the increasing urgency among agencies and brands to pull together fragmented viewing habits. By combining Médiamétrie’s proprietary audience data with AudienceProject’s established technology, already integrated into major digital platforms, the companies aim to provide a single, deduplicated view of campaign reach and frequency across linear TV, streaming services, video-sharing platforms, social media, and connected TV.
Scheduled to launch in the first quarter of 2026, the new service promises to give advertisers and agencies a consolidated picture of campaign performance, allowing for more informed media planning and budget allocation. Médiamétrie says the system will also be designed to scale as new entrants contribute their own datasets, ensuring flexibility in a rapidly evolving market.
“This collaboration marks a significant step forward for advertising measurement in France,” said Julien Rosanvallon, Deputy CEO of Médiamétrie. “It will give market players access to a unified, deduplicated view of their video campaigns across all screens.”
AudienceProject says the agreement reinforces its position as a technology provider to some of Europe’s largest media markets. “By combining Médiamétrie’s reliable data and expertise with our proven measurement capabilities, we are setting a new benchmark for cross-media advertising measurement,” said Émilie Carcassonne, the company’s Managing Director for France.
As video consumption continues to migrate from traditional television to on-demand and mobile platforms, advertisers have struggled to obtain consistent, transparent, and independent metrics.
The project, overseen by Médiamétrie’s Cross-Media Video Committee, signals a broader push by measurement providers to keep pace with global moves toward standardisation.
