The audience measurement capabilities will seek to provide advertisers with understanding of campaign reach and frequency for standalone Disney+ campaigns and as part of a broader media mix.

The two companies said that while the new integration would initially be available to advertisers and agencies in the five countries it was launching in, more countries would follow in due course.

Ben Samuel, vice-president of partnerships at AudienceProject, said: “With this integration, we’re making Disney+ measurement capabilities more robust and easier to activate, so advertisers and agencies can access insights directly in our SaaS platform and make more confident marketing decisions.”

Lucy Gregory, vice-president, audience measurement and insight at The Walt Disney Company Europe, Middle East and Africa, said: “We know that media buyers are looking for trusted, independent measurement that helps them understand how streaming contributes to overall campaign performance.

“By integrating directly with AudienceProject, we’re making Disney+ campaigns easy to measure and help advertisers and agencies access more robust measurement so they can make informed decisions on how to plan and optimise their investments across streaming and the wider media landscape.”