Audience Store, a leading international customer insight and programmatic media activation partner, has announced a strategic partnership with AudienceProject, a top provider of audience measurement solutions. This collaboration aims to enhance Targetcast, Audience Store's advanced CTV advertising solution, offering advertisers new opportunities to optimize their reach and efficiency above traditional linear TV advertising.

• Incremental Reach Enhancement: By integrating AudienceProject’s unique audience measurement capabilities, the partnership enables Targetcast to provide deeper insights into incremental reach. This empowers advertisers to plan and report more effectively, maximizing the value of their CTV campaigns.

• Deduplication of Data: Audience Store will leverage AudienceProject’s technology to deduplicate Barb (Broadcasters' Audience Research Board) data and impression-level digital data, enhancing the accuracy of campaign performance insights and significantly improving CTV campaign effectiveness.

• Frequency Capping: The collaboration will allow for the deployment of frequency capping across premium CTV content services, ensuring advertisers can better manage the frequency of their ad exposures and maximize the impact of their campaigns beyond linear TV.

• Data-Driven Campaign Planning and Reporting: Advertisers can now access clearer pre-campaign insights and post-campaign reporting that highlights incremental reach, audience engagement, and campaign effectiveness, enabling smarter, data-driven decision-making.

Benefits for Advertisers

• Smarter Audience Targeting: By providing precise insights into audience behavior and reach potential, the partnership enhances targeting accuracy and helps advertisers achieve greater ROI with their CTV campaigns.

• Improved Campaign Planning: Advertisers gain a more comprehensive understanding of their campaigns’ reach and effectiveness, leading to more informed strategies and better allocation of ad spend.

• Maximized Efficiency: The ability to leverage historical Barb data and optimize frequency capping across CTV services enables more efficient use of advertising budgets, reducing waste and improving campaign performance.

Statements from Leadership

Jon Hewson, CEO of Audience Store, commented:
“Teaming up with AudienceProject is a strategic move that elevates Targetcast, our market-leading, next-generation CTV solution. This partnership provides our clients with a clearer understanding of their campaign’s potential pre-campaign and offers post-campaign reporting that drives smarter, data-driven decisions.”

Paul Barnard, Managing Director at AudienceProject, added:
“Audience Store’s commitment to enhancing audience intelligence aligns perfectly with our mission at AudienceProject. Together, we will empower advertisers to unlock the full potential of CTV, delivering not just reach, but also precise targeting and measurement.”

The collaboration between Audience Store and AudienceProject marks a significant advancement in the world of CTV advertising, offering advertisers enhanced audience insights, improved targeting, and better overall campaign performance. With smarter data-driven solutions and the ability to scale effectively, this partnership positions advertisers to fully capitalize on the rapidly evolving CTV landscape.