Kantar says Videolytics will provide users with a “detailed picture” of “who is watching what, when, where and how they are engaging with online video”. The service is currently in private beta mode but will be made public later this month.

The 17 “preferred partners” will have access to the Videolytics suite of analytics, tracking and optimisation services including attitudinal and global panel data as well as online behavioural metrics.

Kantar Video CEO Bill Lederer (pictured) said: “Kantar Video exists to help our partners and their clients realise the true potential of online and mobile video. Our partners are a select lot. They are carefully chosen for their dependability, innovativeness, and client focus. We are proud to be associated with them and expect to work closely together to bring more attention and budget to what we believe is the most captivating and promising of media platforms.”

Randy Kilgore, CEO of partner company Tremor Media, said: “Moving TV dollars online is our main focus and working with Kantar gives us the research capacity and validation that our big brand advertisers are demanding.”