Throughout the day, most of the moments involving Google and YouTube now happen on mobile, with over 50% YouTube views now happen on mobile, Google is building scalable solutions that work across screens, today announced new ways for advertisers and agencies to better measure their campaigns and reach audience on YouTube across screens.
By investing more in mobile first solutions, "users will have more choice and transparency over how they experience ads on Google and YouTube", Google said. And, "advertisers will have more opportunities to be present and relevant in the moments their audience chooses to watch," it added.
Next generation insights and reporting, will bring new cutting edge cloud-based measurement solutions to generate advertiser insights and privacy/security protection across Google and YouTube.
These solution expected over the next year will let advertisers access cross devices detailed insights of their YouTube campaigns, for better understanding the impact of the campaigns on highest-value customers. "These solutions involving leading MRC accredited vendors will enable agencies and advertisers to continue to independently measure and verify the performance of their campaigns," Google said.
Google collaborated with comScore, DoubleVerify, IAS, MOAT, and Nielsen.
Improved ways to reach your audience. Google will now use users activity associated with their Google accounts such as "demographic information and past searches" to influence the ads on YouTube, so advertisers will be able to deliver more relevant, useful ads across screens.
Advertisers will also be able to use customer data through 'Customer Match' to reach out highest-value customers on YouTube.
For example, "a retailer could reach customers searching for winter coat deals on Google with their own winter clothing brand campaign. The advertiser could reach customers that signed up to receive special offers in their stores," explained Google.
User controls built for mobile world. In addition to advertiser solutions, users via "controls in My Account" will be able to control ads they see on YouTube and Google.
Also, in coming weeks, a new cross-screen control will let users mute an advertiser on Google Search, will also "mute ads from that advertiser on YouTube."
"While technologies like pixels and cookies still have a role in the broader ecosystem, most were built for a single screen—neither pixels nor anonymous cookies were designed for the ways in which users increasingly watch content on YouTube, like on the mobile app or in the living room. This can lead to inconsistent measurement and less relevant ads across screens, making it harder for people to control the ads they see or the data used to show them," Google explained.