Disney+ has teamed up with AudienceProject to provide advertisers with independent audience measurement in European markets.
Audience data from Disney+ will be included in AudienceProject’s cross-media measurement platform, which supports the Media Rating Council’s standard for video ad viewability.
The measurement solution will be available to advertisers in the UK, Germany and the Nordics to begin with. Further markets will be added at a later date.
It gives marketers access to third-party measurement of Disney+ ad campaigns that can be measured against campaigns on linear TV, connected TV, online video, social media and the open web.
“Collaborating with AudienceProject means that we can offer advertisers independent cross-media measurement and enable them to make informed decisions about how they efficiently plan and optimise investment across streaming and linear TV for Disney+,” commented Lucy Gregory, Disney’s vice-president of audience measurement and insight.
AudienceProject chief technology and product officer Morten Kruse Søndergaard added that the company is “very proud to be one of the first European-based measurement companies to offer independent audience measurement of Disney+ ad campaigns”.
Earlier this year, AudienceProject added YouTube to its cross-media measurement platform.
Disney+ has seen an uptick in user growth and now has over 122m global subscribers. Disney’s broader direct-to-consumer business has become profitable this year, with Disney+’s ad tier helping to drive additional revenue opportunities.
Søndergaard pointed out that AudienceProject has “experienced a high demand for measuring ad campaigns on [Disney+] both independently and alongside other media channels”, suggesting an increase in advertiser interest in the streaming service.
Why Disney+’s surge in profit is a warning for streaming rivals
