Google announced Friday that it is developing a cloud-based measurement solution for YouTube with an emphasis on more detailed cross-device analytics.
Director of YouTube product management Diya Jolly said in a blog post that more than 50 percent of views on YouTube are now via mobile, prompting its move to focus more of its efforts on mobile and phase out desktop ?legacy technologies? such as cookies.
She added that Google and YouTube will continue to work with Media Rating Council-accredited vendors including comScore, DoubleVerify, Integral Ad Science, Moat and Nielsen, which currently handle the vast majority of third-party measurement on YouTube.
Jolly said of the solution being developed:
With this new solution, advertisers will have access to more detailed insights from their YouTube campaigns across devices, so they can better understand the impact of their campaigns on their highest-value customers. For instance, a car manufacturer could get a rich understanding of how YouTube ads across devices influenced a specific audience (like previous SUV buyers). As more viewership on YouTube shifts to mobile, we?re making it easier for advertisers to deliver more relevant, useful ads across screens. Now, information from activity associated with users? Google accounts (such as demographic information and past searches) may be used to influence the ads those users see on YouTube. So, for example, if you?re a retailer, you could reach potential customers that have been se...