YouTube Is Launching New Ad Formats and Ways to Measure Them

Updates will let users research and make purchases during a spot


YouTube has announced that it will soon offer “extensions” to its TrueView ad formats that will let audiences research and even complete a purchase without having to leave the platform, as well as the addition of market research company IRI to its Google Measurements Partners program.

It is also planning the introduction of new tools within Google Ads or Display & Video 360 that will let marketers conduct brand lift studies within the platform in real time.

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