AudienceProject launches cross-media measurement services in Mexico

AudienceProject announced on September 22, 2025, the launch of its cross-media measurement platform in Mexico, marking the company's entry into Latin America's second-largest advertising market. The Software-as-a-Service solution provides Mexican advertisers with continuous audience measurement across traditional television, connected TV, online video, social media, and the open web.

The deployment enables Mexican marketing teams to track deduplicated reach and frequency across multiple channels simultaneously. According to the official announcement, advertisers can now "better understand how many people they reach in their intended audience across channels and which channels are most effective at reaching them." This data supports both campaign planning phases and real-time optimization decisions throughout campaign lifecycles.

AudienceProject CEO Thomas Gregers Honoré emphasized Mexico's strategic importance within the regional market landscape. "Mexico is a major advertising market, only surpassed by Brazil in Latin America," Honoré stated in the press release. The company identified significant demand for independent cross-media measurement capabilities among Mexican advertisers seeking more effective budget allocation strategies.

The measurement platform addresses technical challenges in tracking audience overlap across fragmented media environments. Traditional measurement approaches often count the same viewer multiple times across different platforms, inflating reach numbers and reducing campaign effectiveness insights. AudienceProject's solution provides deduplicated metrics, ensuring accurate audience counting across the digital ecosystem.

Recent industry data underscores the relevance of comprehensive measurement solutions in Mexico's evolving media landscape. Netflix's streaming audience in Mexico reached 24.6% of total TV viewing time in July 2025, demonstrating the fragmentation that requires sophisticated measurement approaches. This 0.9 percentage point increase from June reflects ongoing digital transformation in Mexican media consumption patterns.

The launch positions AudienceProject alongside established measurement providers operating in Mexico. Amazon's Brand Lift measurement system recently expanded to Mexico, bringing the country into Amazon's eighth global market for brand impact tracking capabilities through DSP campaigns. These developments indicate intensifying competition for comprehensive measurement solutions in the Mexican advertising ecosystem.

Technical implementation leverages AudienceProject's existing platform infrastructure developed over more than a decade of cross-media measurement experience. The company maintains partnerships with major technology platforms including Meta, Google, Amazon, WPP Media, Omnicom Media Group, Publicis Media, L'Oréal, Kia, and PepsiCo across its global operations.

The solution provides continuous monitoring of campaign reach and frequency across all supported channels. Mexican advertisers gain access to total and incremental reach insights for each channel, enabling data-driven optimization decisions. These capabilities become particularly valuable as Mexican media consumption continues shifting toward digital platforms while traditional broadcast television maintains its position as the largest single viewing category at 33.6% share.

Cross-media measurement technology has demonstrated significant impact on advertising efficiency in other markets. AudienceProject's collaboration with Heineken and Meta revealed digital channels delivered 19.4 times more efficient reach compared to traditional television campaigns. These insights prompted Heineken to increase digital investment allocation from 30% to over 42% of their media budget.

The Mexican deployment occurs amid broader industry momentum toward unified measurement solutions. AudienceProject's partnership with French measurement company Médiamétrie aims to launch Cross-Media Video advertising measurement in Q1 2026. Similar initiatives across European markets demonstrate growing international demand for independent cross-platform measurement capabilities.

AudienceProject's measurement methodology focuses on campaign contact validation using tracking pixels and panel data for validation and deduplication. Direct integrations with walled garden platforms including Google, Amazon, and Meta enable reliable campaign reach verification through hashed email address comparison methods. Clean-room technologies facilitate data matching while maintaining privacy compliance standards.

The expansion addresses specific challenges Mexican marketers face in measuring campaign effectiveness across increasingly fragmented media environments. Media consumption fragmentation has reached unprecedented levels globally, forcing advertisers to restructure budget allocation strategies across multiple platforms rather than traditional channel-focused approaches.

Mexican advertisers can now access professional services support to integrate measurement capabilities into existing analytics frameworks. This support addresses technical integration requirements while providing training on metric interpretation and campaign optimization approaches. The implementation follows patterns established in AudienceProject's other markets, including recent expansion into Canada through partnership with NLogic.

Platform integration capabilities extend across connected TV providers, social media platforms, and programmatic advertising channels. The solution supports measurement of campaigns delivered through various inventory sources including Samsung and LG devices, streaming services, and social media platforms. This comprehensive coverage addresses the technical complexity of modern advertising campaigns spanning multiple touchpoints.

The launch establishes Mexico as AudienceProject's first Latin American market, creating potential for regional expansion. Brazil, identified as Latin America's largest advertising market, represents a logical next step for the company's regional growth strategy. Other Latin American markets with substantial advertising investment may follow as AudienceProject continues international expansion.

Marketing professionals operating in Mexico can access the platform through AudienceProject's established SaaS infrastructure. The system provides real-time campaign monitoring, post-campaign analysis, and planning insights based on historical performance data. These capabilities support strategic decision-making across the complete campaign lifecycle from initial planning through optimization and evaluation phases.

The measurement solution operates within established industry standards for viewability and reach measurement. AudienceProject maintains Media Rating Council accreditation and adheres to transparency standards that enable comparison with traditional measurement approaches. This credibility becomes essential for advertising currency applications and cross-platform budget allocation decisions.

Timeline

• September 22, 2025: AudienceProject announces launch of cross-media measurement platform in Mexico
• September 18, 2025: Heineken increases digital investment to 42% following AudienceProject cross-media measurement study
• September 4, 2025: Médiamétrie partners with AudienceProject for cross-media video measurement solution targeting Q1 2026 launch
• September 3, 2025: Amazon Brand Lift expands to Mexico marketers as eighth global market
• August 20, 2025: Mexico streaming data rises to 24.6% in July 2025 Nielsen report
• July 27, 2025: AudienceProject now available in Canada through NLogic partnership
• July 17, 2025: Media fragmentation demands new budget allocation strategies
• June 15, 2025: esome and AudienceProject expand CTV measurement partnership
• May 4, 2025: AudienceProject expands YouTube measurement to new European markets
• July 4, 2024: AudienceProject pioneers YouTube cross-media measurement

Summary

Who: AudienceProject, a Danish Software-as-a-Service company founded in 2010, launched its cross-media measurement platform for Mexican advertisers, agencies, and publishers.

What: Independent, continuous audience measurement solution that tracks campaign reach and frequency across traditional TV, connected TV, online video, social media, and open web platforms with deduplicated metrics and real-time optimization capabilities.

When: The announcement was made on September 22, 2025, marking AudienceProject's entry into its first Latin American market.

Where: Mexico, identified as Latin America's second-largest advertising market after Brazil, representing significant opportunity for cross-media measurement technology deployment.

Why: Mexican advertisers require independent measurement solutions to optimize budget allocation across increasingly fragmented media consumption patterns, where streaming reached 24.6% of TV viewing time while traditional channels maintain 33.6% share, necessitating sophisticated deduplication and cross-platform analytics.