Barb Audiences, the British equivalent of Nielsen Media Group, says it will work with Kantar Media to begin measuring viewership of YouTube content on television sets. The partnership will see Barb ...

YouTube is a cornerstone of paid video advertising, offering unparalleled reach and creative possibilities. But for marketers, it’s also one of the most challenging platforms to measure effectively.

In a move intended to deepen advertisers’ understanding of what drives sales, market research company Circana has announced the expansion of its “YouTube Sales Lift Solution,” which aims to give ...