iSpot boosts YouTube measurement
May 16, 2023
TV measurement company iSpot has completed what it says is a critical phase of its integration with Google’s Ads Data Hub for Measurement Partners for determining the incremental reach of ad campaigns on YouTube and YouTube TV when compared to traditional linear and connected TV.
The successful integration, piloted with 11 advertisers across dozens of campaigns, allows iSpot and YouTube’s customers to quantify the unique reach and value YouTube properties deliver as part of overall media investments.
Starting July 5th, iSpot customers will have the ability to enable the new cross-platform features directly within the iSpot Unified Measurement platform. The enhancements will give customers the ability to evaluate the total ad impressions and deduplicated audience for YouTube and YouTube TV across connected TV and linear TV, including co-viewing, as well as ad exposures on computer and mobile devices.
The advancement builds on Google’s October 2022 announcement in which it named iSpot as a partner for its Ads Data Hub for Measurement Partners and revealed plans for future integration into iSpot’s Unified Measurement platform, which brings together second-by-second advertising measurement, ad-level reach, frequency and the ability to show incrementality for ad campaigns across 900 streaming publishers and TV.
“YouTube and YouTube TV are a significant part of the ad-supported landscape and provide advertisers substantial audience reach, ranging from people who are unreachable on linear TV to those with much overlap with other platforms and publishers,” said iSpot CEO Sean Muller. “Unified Measurement integration will give brands the power to know the difference and invest with confidence across the TV and streaming landscape.”
iSpot will continue to develop more granular audience demographic breakdowns for YouTube and YouTube TV viewership for linear TV, connected TV, computer and mobile, expected in Q4 2023 ahead the next cycle of upfront discussions.