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.
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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.
Open Call will allow brands to place an open request to creators for sponsored content.
The rising star has left Mediaplus’ Behave to set up her own behavioural research consultancy. The goal? To reconnect brands to people as she bridges the old and the new.
The tech giant unveiled a slew of new AI tools for marketers at its Marketing Live event on Wednesday.
Five months after ITV and YouTube inked a new partnership deal to bring full episodes of ITV programmes to the platform, the broadcaster is seeing incremental audience reach without cannabalisation, and appealing to more FELT brands.
The industry can continue to share data, enabling personalised advertising, measurement, fraud control and more, and competition has been supported. However, this isn’t over yet.
Alessi will take up the role in June. She replaces Debbie Weinstein, who took up a broader remit in December.
Ad-funded content on platforms doesn’t work because there are too few platforms and the rents are too high. As media fragments and production businesses suffer, creators must diversify to survive.