Kantar Links with Google for YouTube Ad Measurement

Kantar has joined Google's Ads Data Hub (ADH), enabling marketers to assess YouTube ad performance across all devices and platforms without the use of pixels.

ADH provides a cloud-based solution giving YouTube advertisers a view of how their advertising is performing across screens, including mobile apps, through aggregated insights from Google ad platforms such as YouTube, Google Ads and Display & Video 360. Kantar's move to ADH is part of its Project Moonshot initiative, which aims to establish direct data integrations with digital publishers and apps, and provide advertisers with cookie-less and privacy-centric methods for measuring ad effectiveness.

Through the Kantar/Google partnership, advertisers can measure ad campaign performance on YouTube across all devices and platforms, through Kantar's Brand Lift Insights ad effectiveness measurement solution, which offers access to a normative database of more than 25,000 digital campaigns. Currently available in the US, the integration is also being piloted in an fifteen more markets around the world.

Jane Ostler (pictured), Kantar's Global Head of Advertising Effectiveness, comments: 'We know that advertisers prefer cross-publisher ad effectiveness measurement, and today's announcement is a further giant step in that direction.

Web site: www.kantar.com .