AudienceProject in YouTube Measurement First

Measurement and research solutions firm AudienceProject has extended its partnership with Google, promising marketers 'accurate and holistic' measurement of YouTube campaigns.

The firm was established in Denmark, employs 70 people in offices in Northern Europe, Ukraine and India, and has been the official supplier of digital audience metrics for currency body Media Metrics Finland since replacing Comscore in 2020. It has been in expansive mode of late - in the autumn it appointed former Nielsen exec Paul Barnard as Managing Director for the UK.

AudienceProject's clients can now switch on third-party audience measurement of YouTube campaigns with a single click, thanks to the integration of its cross-media measurement platform with Google's Ads Data Hub for Measurement Partners. Coverage includes linear TV, online video, social media, the open web, and CTV audiences with co-viewing data. Measurement supports the MRC standard for video ad viewability, providing a better basis for comparing YouTube with traditional TV.

Brian Meritam Larsen (pictured), VP of Partnerships at AudienceProject, says the company is excited and proud to be 'the first cross-media measurement partner in the UK on Google's new integration', and adds: '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'.

Web site: www.audienceproject.com .