18 Dec 2023 | Omar Oakes

Microsoft ads team agrees ‘data matching’ with AudienceProject

AudienceProject has inked a data-matching deal with Microsoft Advertising to provide independent and continuous audience measurement for ads bought through Microsoft Advertising platforms in the UK and Germany.

The Danish-founded software company has expanded its existing measurement solution for campaigns in Microsoft Advertising, from display to digital video to Connected TV, including Netflix ads, to get insights about reach and frequency of campaigns.

Brands should be able to get insights for Microsoft Advertising alone or in combination with other channels, including Facebook, Instagram, YouTube and Amazon, to get a holistic overview in order to optimise their media buying.

The measurement is enabled through “privacy-first data matching” between Microsoft Advertising and AudienceProject.

The two companies are also currently testing to ensure that the integration and resulting measurement meet a range of minimum standards for independent measurement, which is why it is only being rolled out to the UK and Germany at first. AudienceProject confirmed that more countries, particularly France, would follow as the service is expanded internationally.

Brian Meritam Larsen, VP Partnerships at AudienceProject, said: “We experience a high demand for independent measurement of campaigns bought through Microsoft Advertising — both alone and in combination with other channels. We are very pleased that we can now offer advertisers this, helping them get valuable insights for more efficient budget allocation.”