Kantar Expands YouTube Ad Effectiveness Measurement

21 September 2022

Kantar announced today the expansion of their YouTube measurement services, which will enable Kantar to include YouTube in CrossMedia Brand Lift measurement including TV and other media channels.

Kantar’s Brand Lift Insights is the world’s leading ad effectiveness measurement solution with a normative database of more than 28,000 digital campaigns and 1,100 CrossMedia campaigns. The expanded partnership is in response to advertising industry needs for measurement capabilities enabled with privacy-centric practices. 

The announcement is part of Kantar’s ongoing efforts to advance measurement solutions for marketers that are privacy compliant. Kantar’s Direct Integrations, an independent platform for measuring digital advertising effectiveness without the use of cookies, is the foundation for Brand Lift Insights and other Kantar measurement products. It is the first and largest advertising industry initiative to establish direct data integrations with partners across the media serving ecosystem and across all channels, enabling advertising impact assessment on brand and sales outcomes using explicitly consenting audiences. 

The announcement builds on Kantar’s 2021 migration to Google’s Ads Data Hub (ADH), Google’s cloud-based solution that provides customized analysis of Google campaigns, including YouTube ad campaigns, while protecting end-user privacy. This allows Kantar to provide Brand Lift Insight studies using Advertisers’ YouTube campaign data in ADH, delivering independent measurement of ad campaign performance on YouTube, across all devices and platforms. 

“This new set of data capabilities will enable Kantar to better serve advertisers as the demand for more insightful and more comprehensive cross-publisher ad effectiveness measurement” said Will Bordelon, Kantar CEO, North America. “Advertisers are more empowered than ever with this level of insight, allowing them to better justify their advertising budgets using proven third-party effectiveness measurement and cookieless solutions.”

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