Google Measurement Partners is a new program where Google did partnerships to offer brands a variety of options to measure their advertising media. Google Measurement Partners has more than 20 verified partners that measure viewability, reach, brand safety, brand lift, sales lift, app attribution, and marketing mix modeling.
Google says the Google Measurement Partners offer solutions that work across Google advertising products, including Google Marketing Platform (including Display & Video 360 and Search Ads 360), Google Ads, YouTube, and more. Existing partner programs like App Attribution and Marketing Mix Modeling were included in Google Measurement Partners.
Babak Pahlavan Senior Director of Product Management, Analytics Solutions and Measurement at Google, wrote that "Google strives to build great solutions, (but) some marketers prefer to rely on third-party measurement solutions."
Google Measurement Partners are Comscore, Research Now, Ekimetrics, Tune, Adjust, AppsFlyer, Innovid, IAS Integral Ad Science, DoubleVerify, Nielsen, IRi, Oracle, Analytic Partners, Meetrics, Neustar, Sizmek, Cyber, Kochava, Adways, Singular, Moat, and Kantar.