Webinar Recap: AudienceReport H1 Update

At AudienceProject, we are constantly working to make AudienceReport the best cross-media measurement platform on the market, and thanks to your feedback and our team’s dedication, we continue to improve.

In the webinar, our VP of Product Management, Aske Østergård, and Head of Customer Success, Alicia Phuah, gave an update on the main features and enhancements released in the first half of the year and showed how these improvements help you make confident marketing decisions and reach your audience more effectively.

What’s new: Key updates from the first half of the year

In the first half of the year, we released a number of significant updates to AudienceReport, empowering advertisers to stay ahead in the rapidly evolving media landscape.

In the webinar, Aske and Alicia presented three key highlights:

• Co-viewing measurement
• Google Ads Data Hub for Measurement Partners integration
• Home dashboard

Co-viewing measurement

Traditional digital measurement often underestimates actual viewership, especially for Connected TV (CTV). A single ad on a TV screen may reach multiple viewers in the same household, a nuance typically not reflected in standard digital impressions.

We have addressed this by introducing co-viewing on CTV in AudienceReport. By applying market-specific co-viewing factors, we now estimate the actual number of people watching a given ad on CTV. In the UK, for instance, a co-viewing factor of 1.3 means that 1 million TV impressions are adjusted to 1.3 million co-viewed impressions, resulting in a more accurate reach estimation.

This enhancement enables advertisers to compare digital and traditional TV reach more fairly. The platform now displays standard impressions, co-viewed impressions, and updated insights on reach and frequency based on the latter.

Google Ads Data Hub for Measurement Partners integration

With the launch of our integration with Google’s Ads Data Hub for Measurement Partners, we now provide even more accurate and holistic measurement of YouTube campaigns.

One significant advantage of the new integration is that it supports the MRC standard for video ad viewability, which aligns closely with traditional TV standards and meets Joint Industry Committee (JIC) compliance. This gives advertisers better transparency into whether their YouTube ad spend delivers real value.

Home dashboard

In May, we also introduced a new Home dashboard to simplify navigation and campaign insights on the platform. This new entry point serves as a centralised hub, offering a view of most activities within the platform.

The Home dashboard provides one-stop access to an overview of campaign status, recent campaigns, real-time alerts, such as integration issues and health indicators, and quick access to our live support chatbot, guidelines and documentation.

The new AI Assistant provides 24/7 support by querying our help documentation to guide users through tasks like setting up integrations or resolving issues.

Customer success story: Tangible value from co-viewing measurement

Early adopters of the co-viewing measurement have already reported impressive results. On average, campaigns using co-viewing measurement have shown a 10% increase in impressions, highlighting the extent to which reach had previously been underestimated on CTV platforms.

Customers now have greater clarity when comparing CTV with YouTube and other digital platforms, particularly because co-viewing metrics for YouTube, measured via the new Ads Data Hub for Measurement Partners integration, are already in place. This brings all CTV metrics to a comparable standard, enabling more informed decisions around budget allocation.

What’s next: Key features planned for the second half of the year and beyond

Looking ahead, the second half of the year brings several new features:

• Single Sign-On (SSO) support for a more seamless and secure access to AudienceReport.
• Direct integration with Netflix, enabling measurement of Netflix ads independently of Microsoft Invest.
• Direct integration with Disney+, enabling measurement of Disney+ ads directly in AudienceReport.
• Benchmarking for comparing performance against previous campaigns measured in AudienceReport.

Beyond 2025, we have ambitious goals to keep enhancing our platform with even more features:

• Brand lift studies will be brought in-platform and combined with reach and frequency data for a more complete performance overview.
• New and expanded partnerships will be launched to provide an even more comprehensive overview of campaign performance.
• Advanced audience segmentation will be introduced, allowing advertisers to measure campaigns beyond basic demographics with more refined audience segments, such as primary household buyers.
• Market and channel coverage will continuously be expanded to increase the geographical availability and number of channels that can be measured.

With these further enhancements, we want to support advertisers and publishers in navigating the increasingly fragmented media landscape and getting the most out of their media investments and inventory.

Learn more

If you want to learn more about what’s new and what’s next in AudienceReport, you can watch the webinar in its full length below. Enjoy!