AudienceProject expands into Italy: Independent audience measurement now available to Italian advertisers

AudienceProject launches its cross-media measurement solution in Italy to support Italian advertisers with independent and continuous audience measurement of campaigns across channels.

Press release, Rome, Italy, 3 June, 2024: AudienceProject, a leading provider of audience measurement and research solutions, launches its SaaS platform for independent and comprehensive, always-on cross-media measurement in Italy.

AudienceProject has been pioneering cross-media measurement for more than a decade and has extensive experience from working with a long list of advertisers, agencies and publishers, including Meta, Google, Amazon, Microsoft, GroupM, Dentsu, Publicis Media, IPG Mediabrands, Kia, Boots, Haleon and PepsiCo.

“We are very excited to launch our measurement solution in Italy,” said Thomas Gregers Honoré, CEO of AudienceProject. “Italy is Europe’s fourth-largest advertising market, following the UK, Germany and France. Consequently, we experience a great demand for independent and comprehensive cross-media measurement in the Italian market, allowing advertisers to better determine where ad budgets are spent most efficiently. We are thrilled that we can now meet this demand and help more advertisers gain tangible business outcomes from cross-media measurement.”

The launch of AudienceProject’s measurement solution in Italy will help Italian advertisers better understand how many people they reach in their intended audience across channels and which channels are most effective at reaching them, supporting both campaign planning and optimisation.

The measurement solution will initially enable Italian advertisers to measure the reach and frequency of campaigns bought through the Amazon DSP. This includes display, video and audio ads running on all Amazon-owned inventory, including Prime Video and Twitch, as well as non-Amazon-owned inventory bought through the Amazon DSP.

Throughout the year, additional channels across the open web, social media, online video and connected TV will become available, allowing Italian advertisers to gain insight into the total and incremental reach of their campaigns for each channel.

AudienceProject launched its cross-media measurement solution in Italy on June 1 and plans to offer it in more countries later this year.