AudienceProject partners Google for YouTube measurement in the UK

AudienceProject has become the first cross-media measurement partner in the UK to provide third-party reach measurement of YouTube campaigns across all devices, including connected TV, with co-viewing.

Google’s Ads Data Hub for measurement partners will be integrated with AudienceProject’s cross-media measurement platform. This gives marketers access to third-party audience measurement of YouTube campaigns and allows them to measure against linear TV, connected TV, online video, social media and the open web.

The solution supports the Media Rating Council’s standard for video ad viewability.

Biren Kalaria, managing director, data, measurement and analytics at Google UK, said: “Cross-media audience measurement is incredibly important to the entire industry and this integration is another step toward that goal.

“By enabling cross-media reach measurement of YouTube, marketers can now get an even better understanding of how to plan and optimise their YouTube campaigns for maximum reach in their audiences with AudienceProject.”

Brian Meritam Larsen, vice-president of partnerships at AudienceProject, added: “We want to empower marketers to make confident decisions based on independent and comprehensive cross-media measurement, and through this integration, we can now offer an even better solution to marketers supporting this.”