TransUnion and Google Expand YouTube Attribution to Improve Cross-Channel Marketing Measurement

According to an announcement from both TransUnion and Google, TransUnion has integrated YouTube into its MTA offering in order to help marketers measure the effectiveness of YouTube advertising campaigns in the context of overall TransUnion MTA solutions, providing brands with a more cohesive picture regarding how their video marketing campaigns drive results in terms of business success. The partnership seeks to address the existing issue of fragmented marketing measurement, whereby advertisers are provided with the opportunity to link their YouTube ad engagement with their conversion rate, return on ad spend, and overall consumer behavior.

Also Read: Sprinklr Launches Social Index to Measure How Brands Win High-Impact Consumer Moments

According to the companies, the technology allows advertisers to measure how much value YouTube brings during the process and identify underlying factors behind success. Over 15 beta customers from sectors such as retail, automotive, finance, insurance, and media have successfully utilized this new offering to gain insights about their campaigns and how they can be optimized further. This move is a result of the rising need for holistic attribution systems since more brands are allocating money towards digital video and performance analysis driven by artificial intelligence.

Read Complete Post: TransUnion and Google Strengthen YouTube Measurement