Toby Dewar.
The Video Futures Collective (VFC) and AudienceProject, a provider of independent cross-media measurement, have announced a collaboration for an independent cross-media audience measurement solution.
The VFC is the launch customer for AudienceProject in Australia. It already operates across Europe, North America and Latin America.
The founding members of the VFC are Amazon Prime, Disney Advertising, Foxtel Media, Netflix, Samsung Ads, SBS, Vevo and YouTube. Six of the VFC's members already use AudienceProject in international markets.
Toby Dewar, interim CEO of the VFC, said the collaboration addressed a longstanding need for independent, cross-media measurement that reflects how audiences consume video content today.
"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," Dewar said.
“Through collaboration with our members and partners, we're launching a proven solution to Australia that supports smarter audience insights for cross-media planning.
"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."
The rollout is built on AudienceProject's existing global platform and international partnerships.
Thomas Gregers Honoré, CEO of AudienceProject, said measurement of the video ecosystem needed to evolve as audiences consume content across more platforms.
"As audiences consume content across an increasing number of video platforms, measurement of the total video ecosystem needs to evolve with this," Honoré said.
The solution is expected to go live across participating VFC members from early 2027.
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