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Nielsen expands measurement for YouTube app on mobile to 26 new countries

Nielsen has expanded its advertising measurement to YouTube’s mobile app.

Nielsen Digital Ad Ratings for YouTube Mobile will be available in 26 new markets: Belgium, Brazil, Bulgaria, Czech Republic, Greece, Hong Kong, Hungary, India, Indonesia, Ireland, Israel, Malaysia, Mexico, Netherlands, New Zealand, Norway, Philippines, Poland, Puerto Rico, Singapore, South Africa, Spain, Taiwan, Thailand, Turkey and the United Arab Emirates.

The purpose of the measurement coverage is to provide marketers with independent and comprehensive cross-device measurement of advertising audiences on YouTube across computer and mobile devices.

Measurement of Digital Ad Ratings for YouTube’s mobile app was first made available in the US in 2017, with seven other markets being added in the time since.

Media buyers and sellers will have access to age and gender demographics for consumers viewing advertising on the YouTube mobile app, as well as reach, frequency and gross rating points (GRPs). Measurement of YouTube ads uses a consistent methodology with all other mobile publishers in Digital Ad Ratings, which enables media buyers and sellers to leverage comparable and de-duplicated persons-based measurement across publishers in their media planning and execution.

Amanda Tarpey, SVP of digital product leadership at Nielsen, said: “Providing marketers with independent measurement of YouTube’s mobile audiences globally is a major step forward for the industry.

“With the expansion of Digital Ad Ratings to measure audiences inclusive of YouTube’s sizeable mobile footprint, advertisers in more than 30 markets will have the comparability, coverage and transparency they need to maximize the impact of their digital media around the world.”