Nielsen is introducing advertising measurement on YouTube's mobile app in the UK, France and Germany.
Users will be able to track measurements through the company's Digital Ad Ratings service.
The service expands Nielsen’s current measurement coverage of YouTube ads on desktop and mobile web browsers. Users will have access to age and gender demographics for consumers viewing advertising on the YouTube mobile app as well as reach, frequency and gross rating points (GRPs).
“As more people watch video across digital platforms and devices, Nielsen’s comprehensive measurement of YouTube through Digital Ad Ratings is crucial to provide a complete picture of media consumption, especially since YouTube accounts for a large share of mobile video advertising in the UK.” said Barney Farmer, Nielsen's UK commercial director.
“We are proud to be able to provide the market with an independent view of the audience for advertising on YouTube in context of the wider viewing landscape.”