Google Developing Robust Mobile Analytics for YouTube

Google announced Friday that it is developing a cloud-based measurement solution for YouTube with an emphasis on more detailed cross-device analytics.

Google announced Friday that it is developing a cloud-based measurement solution for YouTube with an emphasis on more detailed cross-device analytics.

Director of YouTube product management Diya Jolly said in a blog post that more than 50 percent of views on YouTube are now via mobile, prompting its move to focus more of its efforts on mobile and phase out desktop “legacy technologies” such as cookies.

She added that Google and YouTube will continue to work with Media Rating Council-accredited vendors including comScore, DoubleVerify, Integral Ad Science, Moat and Nielsen, which currently handle the vast majority of third-party measurement on YouTube.

Jolly said of the solution being developed:

With this new solution, advertisers will have access to more detailed insights from their YouTube campaigns across devices, so they can better understand the impact of their campaigns on their highest-value customers.

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