Australia gets first independent cross-media video measurement

The Video Futures Collective (VFC) has partnered with AudienceProject to launch what it says will be Australia’s first independent cross-media audience measurement solution, giving advertisers and agencies a consistent view of campaign reach and frequency across participating video platforms.

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The system is expected to go live across participating VFC members from early 2027. AudienceProject will also establish an Australian audience panel and local commercial team as part of its entry into the market.

One measurement framework across video platforms

Under the model, participating platforms are expected to provide census-level campaign impression data. AudienceProject will use its opt-in Australian audience panel to determine demographics and deduplicate audiences across those platforms.

The aim is to give advertisers and agencies independently measured results using one methodology, rather than relying on separate reporting from individual media owners. It will allow buyers to compare campaign performance across video services and better understand total reach and frequency.

Six of the VFC’s eight members already use AudienceProject in international markets. The company currently operates across Europe, North America and Latin America, which is expected to help accelerate the Australian rollout without requiring a bespoke local system for existing platforms.

VFC targets a longstanding measurement gap

Toby Dewar, interim CEO of VFC, said the collaboration responds to demand for independent measurement that reflects how audiences now consume video across multiple services.

“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.

Dewar said the project reflected the purpose behind the creation of the collective, with individual VFC members now set to finalise their own commercial agreements.

“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.”

AudienceProject expands into Australia

Thomas Gregers Honoré, CEO of AudienceProject, said the expansion comes as viewing continues to fragment across a growing number of video platforms.

“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.”

AudienceProject will establish its Australian panel to support demographic modelling and audience deduplication ahead of the planned early 2027 launch.