Cross-media measurement: Why it matters more than ever – and where it’s headed next

What motivated you to join AudienceProject?

I’ve spent most of my career at the intersection of tech, advertising, and measurement, having led teams and strategy at Nielsen and, more recently, at Amazon Ads. Over that time, I’ve seen ad tech reset a few times with the rise of privacy legislation, the erosion of traditional identifiers like cookies, and now the revolution that AI is bringing to how data is interpreted and insights are leveraged.

Each reset creates new opportunities. What drew me to AudienceProject is that it’s a rising force in independent measurement. It’s nimble, it can adapt quickly, and it has the ambition to set the next standard in measurement. One that’s not shackled by old thinking or old methods. I wanted to be part of that shift, not just watch it happen.

Why is cross-media measurement so crucial for advertisers and media owners today?

When building a brand, the smartest strategy to make the most of your budget is to go broad and multichannel by taking advantage of it all – be that linear TV, CTV, online video, social media or open web. Each channel is good at something different, and each channel helps you tell your brand story. But you need to know how your investment is working across all those touchpoints, not just some. And on the supply side, publishers need to prove the value of their media and how it compares with other options.

The challenge is that today’s media landscape is so fragmented that it’s almost impossible to get a complete view of performance. So, without cross-media measurement, on the buy-side and on the sell-side, you could be flying blind. That’s why it’s so crucial.

How do you see cross-media measurement evolving in the coming years?

There are a few big trends to watch. One is that the big platforms are finally starting to collaborate. You see inventory from one showing up on the buying platform of another. But the nature of these – let’s call them “frenemy” relationships – also means that the various players will need a separate, neutral entity to confirm whether spending is really effective, especially as campaigns become more omnichannel and full-funnel.

The other big trend, of course, is AI. What’s exciting to me is that it’s streamlining the hunt for insights across sprawling reports at a scale that just wasn’t feasible before. And we’ll see AI turning those insights into real actions like fine-tuning campaigns in flight. Over time, I think we’ll also see a shift from one-off reports to always-on, holistic measurement that advertisers and publishers can trust every day to work on their behalf, not just at the end of a campaign.

How will AudienceProject help shape that future?

As a newcomer, what strikes me about AudienceProject is this refreshing perspective. Maybe it’s due to its Nordic roots and ethos, but it’s independent, pragmatic, and very focused on transparency. That’s very powerful in this market, which is still dominated by legacy providers and their black boxes.

I think what really sets us apart is the quality of the measurement. It’s robust enough to work even when the data is limited. It’s precise, so fluctuations come from the campaign and not the system. And it’s valid, so it reflects real behaviour in the market. This balancing act isn’t easy, but AudienceProject built it, and some of our latest customer wins prove that the market is embracing it. That’s how we help advertisers to spend smarter, publishers to show impact, and how we help the whole ecosystem to become more efficient.

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If you are interested in learning more about how cross-media measurement can help you get the most value from your media investments or inventory, please fill out the contact form below