It follows the news last week that ComScore also joined the programme, which was designed to give advertisers access to quality measurement data across seven specialist areas.

Marketing mix analysis quantifies consumer activity through media, consumer promotions, trade and related activities. IRI will work with Google to give advertisers analytics across Google properties such as Google Video, Display, Search and YouTube.

Previous IRI research has found that campaigns including marketing mix analysis generate a return up to 12% higher than on other campaigns.

Krishnakumar Davey, president of strategic analytics for IRI, said: “Google chose IRI to offer its marketing mix solutions based on our continuous innovation and expertise serving consumer packaged goods (CPG), retail and over-the-counter healthcare markets.

“We are continuously investing in new data partnerships, new analytics solutions and decision-support tools that enable brands, retailers and agencies to gain deeper insights, which optimises the impact of campaigns.”