Video Futures Collective to Launch Ad Tool in 2027

The Australian advertising industry will gain access to the AudienceProject platform in January 2027 to improve cross-platform reach.

Updated on Oct. 23, 2026 in Advertising

Isometric editorial illustration showing a complex metallic data structure of spheres and filaments against a muted background. — The Video Futures Collective will introduce the AudienceProject measurement platform to the Australian market in January 2027 to enhance cross-platform advertising metrics. AI Illustration. Upload story photo >

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The Video Futures Collective is set to introduce the AudienceProject measurement platform to Australia in January 2027. This initiative aims to provide advertisers with advanced tools for tracking cross-platform ad reach and frequency.

Why it matters

Advertisers need reliable cross-platform metrics to ensure ad spending is redistributed efficiently for better performance. The platform serves to help brands optimise their campaigns by measuring reach and frequency across diverse digital channels.

The AudienceProject tool has tracked more than 250,000 campaigns for 1,000 brands during its 15-year history. Access to this measurement technology will require a paid software license for interested agencies and publishers.

The players

Video Futures Collective

This not-for-profit organisation represents a coalition of major media and tech companies including Amazon, Disney, Foxtel, Netflix, Samsung, SBS, Vevo, and YouTube.

AudienceProject

This international advertising measurement platform provides data analytics for tracking marketing campaign reach and frequency across multiple platforms.

The details

The Video Futures Collective, which incorporated as a not-for-profit in 2026, includes major members such as Amazon, Disney, Foxtel, Netflix, Samsung, SBS, Vevo, and YouTube. The firm is currently recruiting an Australian country manager and a local team to support the rollout of the technology, which is already used in markets like Canada.

The Video Futures Collective incorporated as a not-for-profit business at the start of 2026.
The AudienceProject platform is scheduled for an Australian launch in January 2027.
The new local team will begin visiting agencies and publishers in early 2027.

Market Landscape

This move mirrors the global shift toward unified cross-platform measurement to combat data fragmentation across digital media. By adopting a standard solution, the collective positions itself to better compete against siloed internal metrics used by individual tech giants.

Advertisers and publishers can expect to pay for a software license to gain access to these new measurement capabilities. Once implemented, these tools may allow brands to adjust their advertising spend to achieve higher efficiency and broader audience reach.

The takeaway

Reliable data remains essential for brands looking to maximise the impact of their marketing budgets in a crowded digital landscape. Companies preparing for the January 2027 launch should evaluate how this new access to cross-platform metrics might change their existing media planning strategies.