Press and Media

AudienceProject becomes a Meta Business Partner for Measurement

AudienceProject becomes a Meta Business Partner for Measurement, allowing the company to provide independent and continuous audience measurement of Meta campaigns.

Meta has entered into a new partnership with AudienceProject. With the new partnership, European advertisers and agencies will now be able to get independent and continuous audience measurement of Meta campaigns independently of third-party cookies.

The new role as an official Meta Business Partner for Measurement, Meta allows AudienceProject to provide clients with true third-party audience measurement of campaigns across Meta technologies, including Facebook, Messenger, Instagram, and WhatsApp.

The measurement of Meta campaigns takes place in AudienceProject’s audience measurement platform AudienceReport, which also allows clients to measure their campaigns across online media, connected TV and walled gardens such as YouTube. This means that advertisers and agencies will now be able to get a holistic view of their campaigns’ performance across media (e.g. connected TV) and platforms (e.g. Facebook and YouTube).

AudienceProject will provide clients with insights on de-duplicated reach and frequency across a wide range of demographics, going beyond age and gender, allowing advertisers and agencies to validate the performance of campaigns against specific segments of high relevance.

For example, it will be possible for a toy company to see the reach for people with children instead of looking at the reach for women aged 30-50 as a proxy target group, which has been the typical approach used by advertisers and agencies so far.

AudienceProject’s measurement of Meta campaigns is a privacy-safe, ‘double-blinded’ and true third-party measurement powered by Meta’s Panel API.

With the automated nature of the integration, advertisers and agencies can see their advertising delivery across all Meta properties on a continuous basis without any need for manual work. This supports advertisers’ push towards always-on measurement, where most reporting on advertising is still centred around individual campaigns.

Due to the detailed level of the integration, it is also possible for advertisers and agencies to measure the effect of their Meta advertising on different brand metrics – both in isolation and compared to other media.

Brian Meritam Larsen, VP Partnerships at AudienceProject, comments: “Being welcomed as an official Meta Business Partner for Measurement is a great testament to our capabilities within audience measurement. We are proud to be recognised for our expertise, but more importantly, we are excited to be able to offer clients even better measurement of Meta campaigns, allowing them to get the most value from their advertising spend“.

AudienceProject is a global measurement partner and will initially roll out its audience measurement solution in the United Kingdom, Germany, Denmark, Sweden, Norway, and Finland. More countries will follow in 2022.