The agreement will cover audience measurement of programmatic advertising campaigns in Microsoft Advertising, from display to digital video to connected television, including Netflix advertisements.

Advertisers can get insights for Microsoft Advertising alone or in combination with other channels, including Facebook, Instagram, YouTube and Amazon.

AudienceProject and Microsoft Advertising are currently testing to make sure that the integration and resulting measurement meet independent measurement standards and will initially launch the tool in the UK and Germany before expanding to further countries such as France.

Brian Meritam Larsen, vice-president partnerships at AudienceProject, said: “We experience a high demand for independent measurement of campaigns bought through Microsoft Advertising – both alone and in combination with other channels.

“We are very pleased that we can now offer advertisers this, helping them get valuable insights for more efficient budget allocation.”

Jason Gruber, senior director of business development at Microsoft Advertising, said: “We want to help advertisers reach audiences across screens with premium advertising.

“We are pleased to be collaborating with AudienceProject, as their audience measurement solution allows advertisers to better understand how effectively their ads are reaching their desired audiences.”