Business
TransUnion and Google Strengthen YouTube Measurement With Multi-Touch Attribution
TransUnion and Google Strengthen YouTube Measurement With Multi-Touch
About this update from Transunion
[{"type":"text","content":"New capability helps marketers evaluate YouTube performance relative to the full media mix to better understand cross-channel impactCHICAGO, May 20, 2026 (GLOBE NEWSWIRE) -- TransUnion (NYSE: TRU) and Google today announced an industry-first capability that helps marketers measure YouTube advertising within TransUnion’s Multi-Touch Attribution (MTA) solution. The integration allows advertisers to connect YouTube ad exposure to measurable business outcomes and evaluate its performance relative to the rest of their media mix. TransUnion and Google are helping marketers get even more from their YouTube investments by bringing its measurement into a unified attribution framework. This integration offers a comprehensive view of performance across the entire media landscape, allowing advertisers to easily see how YouTube drives results relative to their other marketing efforts. By connecting these insights, brands can more effectively optimize their strategy across all platforms.Why This Matters for MarketersVideo continues to command an increasing share of marketing budgets, yet measurement approaches have often remained fragmented across platforms. The collaboration between TransUnion and Google helps close that gap by bringing YouTube measurement into a unified attribution framework. With the new integration, marketers can now:Measure YouTube’s incremental impact across the full path to conversionEnable consistent performance comparisons across more complex customer interactionsUncover previously hidden drivers of marketing performanceLeverage insights, including return on ad spend, to optimize media investment across channels “Marketers are increasingly focused on understanding how every channel contributes to business outcomes,” said Brian Silver, EVP, Marketing Solutions, TransUnion. “By enabling YouTube measurement within our Multi-Touch Attribution solution, we’re helping marketers move beyond clicks reporting and gain a clearer, cross-channel view of performance.”Powered by Identity-Driven MeasurementTransUnion is the only MTA provider for marketers on YouTube. The integration combines YouTube’s scale with TransUnion’s identity-driven measurement foundation, enabling advertisers to better connect media exposure to downstream consumer behavior. Marketers can leverage TransUnion’s identity graph to resolve and co...