AudienceProject expands YouTube measurement to new European markets

AudienceProject, a leading provider of audience measurement and research solutions, has launched a new integration with Google's Ads Data Hub for Measurement Partners. The integration provides marketers in Germany, France, Italy, Sweden, Denmark, Norway, and Finland with enhanced measurement of YouTube campaigns.

Released on April 28, 2025, this expansion follows the successful implementation in the UK last year. The integration allows marketers to enable third-party audience measurement of YouTube campaigns through a single click within the platform.

The new capability gives marketers insight into the reach and frequency of their YouTube campaigns across all devices, including Connected TV (CTV), with co-viewing measurement. It also supports the Media Rating Council (MRC) standard for video ad viewability, providing better comparability between YouTube and traditional TV.

"This integration is critical for helping marketers make informed decisions," said Dirk Bruns, Germany's Director of Branding Solutions at Google. "After the successful launch of the integration in the UK last year, we are very pleased to expand this to seven new markets across Europe."

The expansion enables advertisers in these markets to gain a more comprehensive understanding of their YouTube campaign reach and optimize their media investments accordingly.

The integration between Google's Ads Data Hub for Measurement Partners and AudienceProject's cross-media measurement platform creates a seamless workflow for marketers seeking detailed insights about their YouTube campaigns.

By leveraging AudienceProject's cross-media measurement solution, marketers can now measure their YouTube campaigns against other channels, including linear TV, connected TV, online video, social media, and the open web. This comprehensive view provides essential insights for both campaign planning and in-flight optimization.

"We are thrilled to bring this integration to more markets, empowering marketers with better measurement of their YouTube campaigns," said Ben Samuel, VP of Partnerships at AudienceProject. "This expansion is a testament to our commitment to delivering independent and transparent measurement solutions that help marketers make confident marketing decisions."

Understanding Ads Data Hub

Google's Ads Data Hub enables customized analysis aligned with specific business objectives while protecting user privacy and upholding Google's data security standards. The system allows marketers to combine their data with event-level data from Google ad campaigns to unlock insights, improve advertising efficiency, help achieve data-driven business goals, and yield more effective campaign optimization.

Results from queries run using Ads Data Hub are written to BigQuery datasets in a Google Cloud project owned by the advertiser. Marketers can combine their data within their Google Cloud project with Google's data for various use cases, such as evaluating the efficacy of their ads. Importantly, Ads Data Hub ensures end-user privacy by enforcing privacy checks and aggregating Google data before it leaves the Google-owned Google Cloud project.

The system allows marketers to configure Ads Data Hub to key event-level data to unique user identifiers. These identifiers are sent to Google when users interact with ads. After proper setup, marketers can write queries that join data in the Google-owned Google Cloud project with the data stored in their own Google Cloud project.

Client data remains in the marketer's Google Cloud project throughout the entire process—Google only operates on the data explicitly referenced in SQL queries. Joins are privacy-centric and are keyed to a unique user identifier chosen by the advertiser, ensuring that end-user data remains secure.

Available third-party measurement capabilities

Google's Ads Data Hub integration supports various measurement capabilities through vendor partnerships. According to Google's documentation, vendors integrated with Ads Data Hub offer reporting services in several key categories: brand lift, viewability, brand safety, reach, and third-party ad serving and analytics.

The current vendor roster includes established measurement companies like Integral Ad Science and DoubleVerify for brand safety and viewability metrics. For reach measurement, which is particularly relevant to the new AudienceProject integration, other providers include Comscore, Gemius SA, iSpot.TV, Nielsen, THE KANTAR GROUP LIMITED, VideoAmp, and Video Research.

This latest expansion makes AudienceProject the first cross-media measurement partner in these seven European markets, giving marketers access to critical insights across multiple advertising channels.

Why it matters for marketers

The expansion of AudienceProject's YouTube measurement capability into these European markets addresses several critical challenges marketers face today:

First, it enables true cross-media measurement at a time when audiences are increasingly fragmented across devices and platforms. Being able to comprehensively measure YouTube alongside traditional TV and other digital channels allows marketers to understand the true reach and impact of their campaigns.

Second, the inclusion of Connected TV measurement with co-viewing capabilities addresses the growing shift toward streaming content consumption on larger screens, often in group settings. This provides a more accurate picture of total audience reach beyond individual device metrics.

Third, by supporting the MRC standard for video ad viewability, the integration brings YouTube measurement closer to traditional TV standards, enabling fairer comparisons and more holistic media planning across channels.

Last, the single-click enablement reduces technical barriers for marketing teams seeking more sophisticated measurement solutions, making advanced analytics more accessible to a broader range of organizations.

Timeline of AudienceProject's YouTube measurement integration

• Late 2023/Early 2024: Initial development of the integration between Google's Ads Data Hub and AudienceProject
• 2024: Successful launch and implementation of the integration in the UK market
• April 28, 2025: Official expansion announcement for Germany, France, Italy, Sweden, Denmark, Norway, and Finland
• May 2025: Full operational capability in all seven new European markets