Dynata extends its collaboration with Google

Dynata-extends-its-collaboration-with-Google
Dynata-extends-its-collaboration-with-Google

Dynata, the world’s largest proprietary data platform for insights, activation and measurement, today expanded its partnership with Google as a third-party approved brand recognition measurement provider to include YouTube as part of a cross-media study. Brands and agencies can now leverage Dynata’s advertising solutions to measure advertising effectiveness, optimize media spend, and improve marketing ROI on YouTube by analyzing the performance of their YouTube ads compared to TV, print, or any other digital media channel. social or offline under measurement.

Media fragmentation has made it harder than ever to accurately measure advertising impact across publishers and channels. Dynata now enables any business to better understand how a campaign influences consumers at all levels of the purchase funnel, holistically, across all channels.

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In 2020, Dynata was approved to measure YouTube’s rise as part of a digital ad campaign using Google’s ads data center. Dynata’s cross-media studies, which include non-digital media channels, such as television, radio, print, and outdoor advertising, measure media performance from panelists’ exposure to digital ads along with other types of ads across multiple channels. For the first time, YouTube can now be included as a media channel in such studios.

“Adding a major channel, such as YouTube, to our media advertising augmentation offerings further enhances our ability to help customers accurately and comprehensively measure advertising performance,” said Dynata CEO Gary S. Laben. “This capability reinforces our commitment to helping our customers not only discover insights, but also activate this insights, measure overall marketing ROI, and ultimately drive growth.”

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