AudienceProject launches new integration for YouTube measurement

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

Press release, London, UK, 1 July 2024: AudienceProject, a leading provider of audience measurement and research solutions, evolves its partnership with Google to provide marketers with accurate and holistic measurement of YouTube campaigns.

Through an integration between Google’s Ads Data Hub for Measurement Partners and AudienceProject’s cross-media measurement platform, marketers can, with a single click, enable third-party audience measurement of YouTube campaigns.

The launch gives marketers insight into the reach and frequency of their YouTube campaigns across all devices, including CTV, with co-viewing and supports the MRC standard for video ad viewability, providing a better basis for comparing YouTube with traditional TV.

By using AudienceProject’s cross-media measurement solution, marketers can measure their YouTube campaigns against other channels across linear TV, connected TV, online video, social media and the open web, supporting both planning and in-flight optimisation of campaigns.

Biren Kalaria, Managing Director, Data, Measurement & Analytics at Google UK, says: “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, VP of Partnerships at AudienceProject, comments: “We are very excited about and proud to be the first cross-media measurement partner in the UK on Google’s new integration, giving marketers more accurate and holistic measurement of YouTube campaigns. 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.”