Barb’s foray into YouTube channel analysis has put the industry on the right path and there are further developments we could benefit from.
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The long-awaited launch marks a significant step in bridging the measurement gap, most industry insiders agree, but it does come with caveats.
The US partnership covers TV, streaming, audio and cross-platform ad performance.
| Maria Iu
The JIC is seeking improvements to methods and techniques for the 2027-2029 contract.
The world-first initiative comes with caveats but aims to provide much-desired independent measurement of some of YouTube’s most-popular channels. Initial findings suggest top channels skew toward very young children and maintain middling audience figures on UK TV sets.
TV has earned trust because its numbers are verified, scrutinised and benchmarked. Social media? Not so much. Google needs to decide where YouTube stands.
The platform has not renewed its data licence for Q3, but says it continues to maintain a regular dialogue with the JIC.
Bauer Media, Immediate Media and Netmums are working with Utiq to give brands and agencies access to their addressable audiences.
In a questionable open web, there is little evidence yet that ‘curation’ and accountability for ‘outcomes’ are effective and improve transparency. So what needs to change?
As Barb prepares to introduce viewing data for some YouTube channels, its CEO looks at how joint industry standards enable informed choice and fair competition.