The agreement will involve an integration between Google’s Ads Data Hub for Measurement Partners and AudienceProject’s cross-media measurement platform to allow third-party audience measurement of YouTube campaigns.

The launch gives marketers insight into the reach and frequency of their YouTube campaigns across all devices, including connected television, with co-viewing and video ad viewability.

YouTube campaigns can be measured against other channels across linear TV, connected TV, online video, social media and the open web.

Biren Kalaria, managing director, data, measurement and analytics at Google UK, said: “Cross-media audience measurement is incredibly important to the entire industry and this integration is another step toward that goal.

“By enabling cross-media reach measurement of YouTube, marketers can now get an even better understanding of how to plan and optimise their YouTube campaigns for maximum reach in their audiences with AudienceProject.”

Brian Meritam Larsen, vice-president of Partnerships at AudienceProject, added: “We are very excited about and proud to be the first cross-media measurement partner in the UK on Google’s new integration, giving marketers more accurate and holistic measurement of YouTube campaigns.

“We want to empower marketers to make confident decisions based on independent and comprehensive cross-media measurement, and through this integration, we can now offer an even better solution to marketers supporting this.”