US EditionYouTube Forced Barb to Halt UK TV Measurement After Legal Threat
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Advertisers cry foul after the firms measuring YouTube like TV are ordered to cease and desist
Last July, a U.K.-based measurement nonprofit called Barb announced a new form of ratings designed for YouTube content. Rather than counting raw metrics like views and subscriptions, which are hard to compare against TV traffic, Barb teamed up with market research company Kantar to measure YouTube the way Nielsen measures TV. That system, informed by audience panels that track YouTube activity within individual households, quickly delivered some…
Google asked Barb and Kantar to discontinue a service that measured and compared YouTube's audience on TVs with that of conventional television and streaming platforms. This device was intended to enable advertisers to evaluate the performance of YouTube and TV using comparable measurement tools. Evolution of the measurement of YouTube audiences on Barb TV began to measure, as early as 2021, the consumption of official content of broadcasters on…
YouTube forced Barb to halt UK TV measurement after legal threat
Google sent cease and desist letters to Barb and Kantar Media, stopping YouTube viewership comparison with traditional TV channels just months after launch. Continue reading this article on ppc.land. Sign up the PPC Land newsletter to get the latest marketing news.
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