The partnership means that advertisers can, with immediate effect, use Kantar’s ad effectiveness platform Brand Lift Insights to measure YouTube campaign performance.

It currently covers the US, but there are plans to expand to 15 other markets worldwide.

Google’s Ads Data Hub allows advertisers to understand how their advertising is performing across screens, including mobile apps, through aggregated insights from Google ad platforms, including YouTube, Google Ads and Display & Video 360.

Last year Kantar announced Project Moonshot, an independent platform got measuring digital effectiveness without the use of third-party cookies.

Project Moonshot, which already includes Google as a partner organisation, aims to create a privacy-centric data and technology platform to shift from cookie-based measurement to direct publisher integrations.

Kantar aims to represent 95% of global digital ad spend by integrating 250 publishers into cross-publisher measurement on the Project Moonshot platform by the end of 2021.

Google announced at the beginning of 2020 that it would begin phasing out third-party cookies in its web browser in the next two years, prompting the advertising industry to develop new ways of assessing effectiveness. It follows similar announcements from rival web browsers Safari and Firefox.

Jane Ostler, global head of advertising effectiveness at Kantar, said: “We know that advertisers prefer cross-publisher ad effectiveness measurement, and today’s announcement is a further giant step in that direction.”