Measuring the impact of media in smaller markets often requires panel sizes that represent a larger portion of the population in order to prevent sample bias (e.g. if 5 percent of a population play tennis, a panel of 1,000 for a population of 1 million could easily overlook that portion of the population). So companies like Copenhagen-based Audience Project have had to put in a considerable amount of work in order to accurately measure media across the Nordics. Now the company are expanding to other markets and are launching in the UK and Germany. Here Audience Project CEO Jacob Lachmann discusses the issues with measuring media in walled gardens, getting to the ‘holy grail’ of unified cross-media measurement and his company’s ambitions beyond the Nordics.