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esome and AudienceProject expand CTV measurement partnership

German marketing specialist expands measurement capabilities across connected TV and social media campaigns with real-time optimization.

Luis Rijo

• 4 min read

esome has strengthened its collaboration with AudienceProject to introduce comprehensive audience measurement spanning Connected TV and social media platforms. The partnership enhancement was announced on June 11, 2025, marking exactly four days ago from today's date.

According to the press release from Hamburg-based esome, the expanded arrangement leverages AudienceProject's cross-media measurement technology to connect CTV and social media campaigns for the first time. This development enables in-flight campaign optimization across channels, addressing a critical gap in multi-platform advertising measurement.

The partnership focuses on three core measurement areas: campaign reach control, contact frequency management, and targeting quality validation for integrated CTV and social media campaigns. AudienceProject's continuous measurement capabilities allow esome to identify inventory overlaps between CTV and social media platforms within substantially reduced timeframes.

According to Andreas Hamdorf, Lead Strategic Partner Management at esome, the collaboration positions AudienceProject as "leading the innovation of cross-media measurement in Germany, especially in the area of CTV." The measurement system incorporates co-viewing analysis for Connected TV, a technical advancement that measures multiple viewers watching content simultaneously on single devices.

The expanded measurement framework extends beyond basic age and gender demographics. The system captures additional socio-demographic characteristics including household income levels and children count per household. This granular data enables esome to validate targeting quality and optimize campaigns based on comprehensive audience profiles.

Cross-device targeting validation represents another technical component of the partnership. According to the announcement, esome utilizes AudienceProject's measurement technology to document incremental reach generated through its cross-device targeting solution. The system measures reach, frequency, and overlap metrics for integrated campaigns, providing quantifiable evidence of campaign effectiveness.

The announcement arrives amid significant industry momentum toward cross-media measurement solutions. Recent market data indicates that 72% of marketers plan to increase programmatic advertising investment in 2025, with Connected TV's share of media budgets projected to double from 14% in 2023 to 28% in 2025.

esome's positioning as a marketing specialist in Connected TV reflects broader industry trends. The Hamburg and Belgrade-based company launched in 2014 as a social advertising pioneer before evolving into a comprehensive digital marketing service provider. The company currently employs over 100 specialists across disciplines ranging from connected TV to social media and open web channels.

According to Michaela Schmitz, Managing Director DACH at AudienceProject, the partnership aims to "empower marketers to make confident marketing decisions and reach their audience more effectively." The collaboration enables continuous measurement and optimization across CTV and social media channels, potentially improving advertising efficiency.

AudienceProject operates as a SaaS company providing independent cross-media measurement solutions. The company's technology addresses the fragmented nature of modern media consumption by offering unified measurement across multiple platforms and devices.

The partnership's technical foundation rests on AudienceProject's ability to process aggregated reach numbers for linear TV alongside co-viewing measurements for CTV. This capability provides comprehensive audience analysis that spans traditional television viewing and streaming consumption patterns.

Campaign optimization occurs through real-time data processing. The measurement system identifies inventory overlaps and frequency capping issues across platforms, enabling immediate campaign adjustments. This technical approach contrasts with traditional measurement systems that provide post-campaign analysis without in-flight optimization capabilities.

The esome-AudienceProject expansion reflects growing demands for unified measurement across fragmented media landscapes. Marketing professionals increasingly require tools that provide comprehensive audience insights spanning traditional and digital platforms.

Cross-platform measurement addresses specific challenges in modern advertising campaigns. Audience fragmentation across devices and platforms has complicated reach calculation and frequency management. The enhanced partnership provides solutions for these measurement complexities through integrated data processing.

The development particularly benefits marketing teams managing multi-channel campaigns. According to industry analysis, accurate cross-media measurement enables more effective budget allocation and improved return on advertising investment. The ability to measure incremental reach across platforms provides quantifiable evidence for campaign effectiveness claims.

Connected TV's growing importance in media strategies makes comprehensive measurement increasingly critical. As streaming consumption continues expanding, marketers require measurement solutions that account for co-viewing behavior and cross-device consumption patterns.

The partnership incorporates Media Rating Council standards for measurement validity. Cross-media measurement systems must meet specific criteria for accuracy and reliability in audience data collection and processing.

AudienceProject's measurement technology processes data from multiple sources to create comprehensive audience profiles. The system combines panel data with digital measurement capabilities to provide unified metrics across platforms.

Co-viewing measurement represents a particular technical advancement. Traditional digital measurement systems typically track individual device usage, potentially undercounting total audience exposure in household viewing environments. The enhanced system accounts for multiple viewers per device, providing more accurate reach calculations.

Campaign reconciliation capabilities enable detailed performance analysis across platforms. Marketing teams can assess which platforms contributed most effectively to campaign objectives and adjust future media allocation accordingly.

The partnership enhancement occurs during a period of rapid Connected TV adoption. According to industry data, CTV environments now represent significant portions of video consumption, particularly among key demographic segments.

Streaming platform proliferation has created measurement challenges as audiences fragment across services and devices. Traditional measurement approaches designed for linear television consumption patterns require adaptation for streaming environments.

The timing coincides with increased advertiser demands for measurement transparency. Marketing professionals increasingly seek independent verification of platform-provided metrics through third-party measurement solutions.

Privacy regulation changes have complicated digital measurement approaches. The enhanced partnership provides measurement capabilities that operate within current privacy framework requirements while maintaining campaign optimization functionality.

Timeline

June 11, 2025: esome and AudienceProject announce expanded partnership for CTV and social media measurement

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