Video Futures Collective collaborates with AudienceProject to bring independent cross-media audience measurement to Australia

Press release, Sydney, Australia, 24 August, 2026: The Video Futures Collective (VFC) and AudienceProject, a leading provider of independent cross-media measurement, today announced a collaboration to advance transparency, comparability and accountability in video measurement through Australia’s first independent cross-media audience measurement solution.

With this collaboration, the VFC becomes the launch customer for AudienceProject in Australia, laying the foundation for a transparent, consistent, and privacy-safe view of campaign reach and frequency across participating video platforms. Already operating across Europe, North America and Latin America, AudienceProject’s platform will now be introduced to Australia, bringing a globally proven methodology to one of the world’s fastest-growing video markets.

Each participating video platform is expected to provide census-level campaign impression data, while AudienceProject will establish an opt-in Australian audience panel to determine demographics and deduplicate audiences across platforms. The result will be independently measured reporting that applies a consistent methodology across all participating media owners, rather than relying on individual platform reporting.

The solution will help advertisers and agencies better understand campaign performance, compare results across video services and optimise media investments.

Toby Dewar, Interim CEO, VFC, said the announcement marks an important milestone in the evolution of Australia’s video market, addressing a longstanding need for independent, cross-media measurement that reflects how audiences consume video content today.

“Advertisers, agencies and the broader media industry have shown a strong appetite for a solution like this, with many already familiar with AudienceProject through international markets. Through collaboration with our members and partners, we’re launching a proven solution to Australia that supports smarter audience insights for cross-media planning,” he said.

“This is what the VFC was created to do: bring the industry together to solve shared challenges. By combining the scale of global streaming platforms with the strength of local broadcasters, we’re helping to bring a measurement solution to Australia that delivers greater confidence, better planning and ultimately, better outcomes. With the VFC having established the collective foundation, individual members will now finalise their own commercial agreements.”

Built on AudienceProject’s established global platform and existing international partnerships, the rollout removes the need for a bespoke local build for existing platforms and is designed to incorporate Australian media owners from the outset. Six of the eight VFC members already use the system in international markets, which will significantly accelerate deployment in Australia.

Thomas Gregers Honoré, CEO, AudienceProject, said, “As audiences consume content across an increasing number of video platforms, measurement of the total video ecosystem needs to evolve with this. We’re excited to bring our proven global solution to Australia, providing advertisers, agencies and media owners with a consistent measurement framework that delivers greater confidence for more informed planning and investment decisions.”

The solution is expected to be live across participating VFC members from early 2027. AudienceProject will establish an Australian audience panel to underpin demographic modelling and deduplication, and launch a local commercial team to support Australian advertisers, agencies, and media owners.