AudienceProject

Overview

AudienceProject is a Scandinavian audience measurement and data company headquartered in Copenhagen, Denmark. The company provides cross-media audience measurement services primarily for publishers, broadcasters, and advertisers in the Nordic markets (Denmark, Sweden, Norway, Finland) and has expanded into additional European markets. Its core product is audience research that measures the reach, overlap, and composition of audiences across digital and traditional media channels.

AudienceProject also operates a data management platform (DMP) component that enables programmatic advertising audience targeting — publishers use AudienceProject to monetize their first-party audience data by making it available for ad targeting, and advertisers use it to reach specific demographic or behavioral segments.

What This Script Does

AudienceProject's scripts deploy on publisher websites to collect behavioral and demographic signals:

Audience measurement and reach tracking: The script fires on publisher pages to record page views and content category interactions. These signals are aggregated to build cross-publisher reach and frequency measurements — essentially measuring how many unique users a publisher or group of publishers reaches, and how those audiences overlap across different media properties. This is used for media planning and audience research reports.

Demographic and interest profiling: AudienceProject combines behavioral signals from publisher sites with survey panel data and other data sources to infer demographic attributes (age group, gender, household income, geographic region) and interest categories for cookie-linked visitor profiles. These inferred attributes enrich the audience segments available for ad targeting.

Persistent cookie-based identification: The script sets third-party cookies (under the audienceproject.com domain or similar) for persistent visitor identification. These cookies assign a unique identifier to each visitor that persists across sessions and, in a third-party cookie context, across different publisher websites in the AudienceProject network. This cross-site identity is central to the cross-media measurement and audience targeting functions.

Programmatic audience segment activation: Publisher-site behavioral data feeds into AudienceProject's DMP, where visitors are assigned to audience segments (e.g., "tech enthusiasts," "in-market for automotive," "25-34 female," etc.). These segments are made available to advertisers through programmatic channels for targeted ad serving.

Data transmission: Collected signals are sent to AudienceProject's servers (api.audienceproject.com, data.audienceproject.com, or publisher-specific CDN paths). AudienceProject is headquartered in Denmark and operates primarily within the EU under GDPR.

Consent & Compliance

AudienceProject combines analytics and marketing functions with significant consent implications:

• GDPR / ePrivacy: AudienceProject sets persistent cookies for cross-site tracking and builds audience profiles for advertising targeting — both activities require prior explicit opt-in consent under the ePrivacy Directive and GDPR. The third-party cookie component and the advertising targeting purpose place AudienceProject firmly in the consent-required category.
• IAB TCF: AudienceProject participates in the IAB Transparency and Consent Framework (TCF 2.x). Its processing relies on IAB TCF Purpose 1 (Store/access device information), Purpose 3 (Create a personalised ads profile), Purpose 4 (Select personalised ads), and Purpose 7 (Measure ad performance). Without valid TCF consent signals, AudienceProject should not fire.
• Danish DPA (Datatilsynet): As a Danish company, AudienceProject is supervised by the Datatilsynet. The Danish DPA has been active in enforcement around cookie consent, particularly for publishers — making compliant consent implementation especially important for publishers using AudienceProject in Denmark.
• CCPA: For US audiences, audience segment data and advertising identifiers constitute personal information. Publishers sharing this data with AudienceProject for advertising purposes should disclose it as a "sale" or "sharing" under CCPA/CPRA.

Should You Block This Without Consent?

Yes. AudienceProject collects behavioral data for cross-media audience measurement and programmatic advertising targeting — both functions that require explicit prior consent under GDPR and ePrivacy. Block until analytics and/or marketing consent is granted.