NEWS20 August 2020

Dynata partners with Google on YouTube measurement

Data analytics Media News North America Technology

US – Data and insights platform Dynata has integrated with Google’s Ads Data Hub to measure advertising and marketing campaign effectiveness on YouTube.

YouTube on a phone

Ads Data Hub aggregates data from Google’s advertising platforms, including YouTube Reserve, Google Ads, and Display and Video 360, and offers performance data across screens, including mobile.

Through the partnership, marketers will be able to measure the effectiveness of YouTube ad campaigns across Dynata’s first-party data, without using cookie-based metrics.

Google announced at the beginning of 2020 that it would begin phasing out third-party cookies in its web browser in the next two years.

Hugh Davis, president at Dynata Solutions, said: “For our brand lift measurement clients, it’s critically important to have a complete view of all audience data across all platforms, ensuring they can optimise and maximise their investment in those places.”

Davis added that the partnership with Google would “close a campaign performance visibility gap”.