Advertising has a measurement problem

People now move between linear TV, connected TV, YouTube, streaming audio, radio, cinema, social and out-of-home, often within the same hour. Most measurement still looks at each medium separately. That leaves advertisers unable to see their true reach, paying twice for the same audiences, and short of a clear picture of what actually worked. FLUZO argues the problem goes beyond technology: an ecosystem built on opacity and silos has worn down trust in advertising, and the brands paying for it feel that most.

One source, every medium

FLUZO measures advertising from the audience side, based on what real people actually saw and heard. It does not rely on reports from ad servers. The company runs a single panel of real people and real devices. It records real exposure through automatic content recognition (ACR), geolocation and digital behaviour, then links that exposure to outcomes: brand lift, what people did online next, and store footfall.

The result is deduplicated reach and frequency across TV, CTV, YouTube, Spotify, radio, cinema and out-of-home, all measured the same way. Clients access it through FLUZO Desk, an AI-assisted platform. Desk shows what a campaign achieved, models what happens if budget moves between channels, and benchmarks results against the market. It helps advertisers, agencies and media owners see who they're overexposing, which creative earned its money, and where the next euro will do the most work.

Built in Madrid, measuring across markets

FLUZO is based in Madrid and operates across Europe and Latin America. In the UK, it offers single-source, unified reach and frequency across linear TV, CTV, radio, YouTube, streaming services and online audio. In Italy, it works alongside Publicis as its market partner, including on CTV measurement. It also has a seat in Spain's debate on an industry-wide cross-media standard. At AEDEMO TV 2026, FLUZO argued the market was stuck in “analysis paralysis”, given that cross-media measurement already exists. The company has been recognised in Deloitte's fast-growth rankings in Spain and EMEA.

Why we backed FLUZO

The industry has plenty of dashboards. What it doesn't have much of is data nobody else owns. FLUZO built its own panel, its own technology and its own way of following an ad across every screen and speaker. When you can measure a Super Bowl halftime show across 13 countries from a single source, you have something competitors can't simply copy. That's what our New Data Frontiers thesis is about, and as media keeps fragmenting, FLUZO's position only gets stronger.