Kantar has expanded the scope of its measurement services to include YouTube alongside television and other established media channels.
Recognizing the growing influence of the video-sharing platform, the changes respond to growing demands from the advertising industry for privacy-first measurement capabilities. In doing so marketers are now able to measure the effectiveness of YouTube ad campaigns
The update permits Kantar to incorporate advertisers’ YouTube campaign data into its existing brand metrics to give a fuller picture of commercial clout across all devices and platforms.
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Compatibility with Kantar’s Brand Lift Insights measurement tool will usher YouTube in from the cold to appear on a database of over 28,000 digital campaigns and 1,100 CrossMedia campaigns.
Will Bordelon, Kantar chief executive officer, North America, said: “This new set of data capabilities will enable Kantar to better serve advertisers as the demand for more insightful and more comprehensive cross-publisher ad effectiveness measurement increases. Advertisers are more empowered than ever with this level of insight, allowing them to better justify their advertising budgets using proven third-party effectiveness measurement and cookieless solutions.”
The measurement news follows recent strides made by Kantar toward furnishing marketers with privacy-compliant measurement solutions that have no reliance on cookies.
Last year Kantar announced it was migrating to Google’s cloud-based Ads Data Hub to provide customized privacy-focused analysis of Google campaigns, including YouTube.
The move comes amid suggestions that consumer data privacy concerns may have peaked.