What’s the YouTube Measurement Program (YTMP)?
From time to time Google and YouTube give us a little glimpse into their thoughts. This little glimmer of hope shows us that we too can be successful on the platform with the right steps. The YouTube measurement program is one of those little glimmers.
YTMP offers a clear list of all approved partners that YouTube recommends in connection with the video platform. The list includes software for metrics, data management, influencer marketing, security, and video insights.
In this article, we're going to dive into YTMP and see if it's worth taking a closer look at.
What is the YouTube Measurement Program (YTMP)?
As marketers, we spend a lot of money on measuring instruments, software, advertising and analysis. But how can you be sure that the tools you use are providing the most current and accurate data?
Unfortunately you can't. When you spend the time and money creating content, investing in ads, and uploading videos to YouTube, you want to make sure that the analytics and metrics you get actually reflect your performance.
For this reason, YouTube created the YouTube measurement program (YTMP). It features trusted and recognized independent companies recommended by YouTube. Now when you choose a new tool or software, you can choose from a wide variety of companies recommended by YouTube.
Why is YTMP important?
This is important because all of the companies have been personally vetted by YouTube, which means that they meet their needs in terms of service and standards. It also means these companies are providing the most accurate, up-to-date information about your performance on YouTube.
Tools use a variety of methods to store, collect, and interpret data. We cannot trust our information to everyone, especially when it relates to our business.
If you want to succeed on YouTube, you want a trustworthy company with a proven track record.
The YouTube measurement program does this for you by personally reviewing all companies and offering YTMP certification. By partnering with these companies, you prepare for success.
What about other service providers?
If we look at the approved companies, you'll see that the list is short and there are dozens, if not hundreds, of other companies offering similar services.
Do all of these companies offer below average service? Is your data inaccurate? Do they all have a bad rap?
Take two popular tools such as VidIQ and TubeBuddy.
Both will help you choose keywords, tags, write descriptions, and come up with ideas for content. They'll help you gauge the competition and see what's trending on YouTube.
However, they are not part of the YouTube measurement program. Why is that?
This doesn't necessarily mean that there is something wrong with these tools or that they are stealing your information. It just means they couldn't meet the program's stringent requirements. Maybe they have never tried to reach an agreement with YouTube. we do not know it
The bottom line is that it is best to always follow what the platform itself recommends. If YouTube tells you to use certain services, they will be your best hit.
YTMP partner
Let's take a look at some of the YouTube measurement program partners to see what makes them stand out.
Canal factory
This global technology and data platform helps improve video performance, increase context suitability, and deliver targeted content to the right audience. The flagship product ViewIQ analyzes each channel to ensure that your ads are only shown for videos that are relevant to your goals.
How many times have you been to YouTube and placed an ad that has absolutely nothing to do with the content you are viewing? If an ad for Budweiser appears in a video aimed at children under 12, there is a problem.
Channel Factory specializes in brand suitability and reinforcement. By making sure your ads are shown to only the most relevant viewers, you can strengthen your brand and get a higher ROI.
Integral Ad Science (IAS)
IAS is the world leader in digital display verification. They help advertisers and content creators gain the knowledge and technology they need to protect themselves from fraud.
The end goal is to create a profitable campaign by targeting the right audience, focusing on every impression, and making sure your ads get where they should.
That sounds a lot like what Channel Factory does, but they have one main difference.
IAS focuses on "quality impressions". They even registered the phrase as a trademark.
This metric determines what an impression really means. Essentially, they are reviewing the impressions that YouTube says are eyeballs of real people ready to buy, in the right environment and geographic location.
Interesting…
Getting thousands of impressions on an ad doesn't matter if your ad wasn't served to the right audience. With Integral Ad Science, you can ensure that the impressions you get are actually making a difference to your brand.
CreatorIQ
CreatorIQ helps find influencers for advertising and branded businesses. If you want to use influencer marketing, CreatorIQ will help you find the right one.
They have five main product offerings: Creator Core, Creator Connect, Creator Pay, Creator Boost, and Creator Hubs. I will resolve some of these.
Creator Core is an enormous database of all of the most popular influencers on YouTube. It even uses Google AI image recognition to connect you with the right person and prevent fraud.
Once you've connected with an influencer and your content hits the masses, you'll also get reports and analytics showing how many posts you've made, impressions, engagement, and overall reach.
With Creator Connect you can build a network of content creators to spread your reach in a secure and encrypted environment.
With Creator Pay you can execute and accept payments in a systematic and scalable way.
CreatorIQ is an all-in-one solution for influencer marketing. If you're looking for an easy way to safely find influencers without needing to DM hundreds of developers, CreatorIQ is a great choice.
How do you know if a company is part of the YTMP?
There are two ways to find out. The first option is to check the YouTube measurement program page. Here is a list of all the companies in each niche, along with a brief explanation of what they do and what makes them different.
You can also find out whether a tool is part of the program on the website.
The image above is from the ChannelFactory.com footer. Every company that has been verified by the YouTube measurement program receives this seal of approval. This feature will help you determine whether or not you want to work with this company.
YTMP certifications
When it comes to specific needs, there are three. To be YTMP verified, members must have:
- Proof of the strong demand in the market
- Proof of a strong and successful track record in the industry
- Continuing to comply with Google and YouTube guidelines
All of the companies you see on the YouTube list meet these requirements. This makes the search for the right platform much easier.
What are the YouTube metering program verification standards?
I mentioned the three certifications that YouTube gives their partners, but how do they get those certifications? There is a rigorous review process in place to weed out less ideal tools. Here are the standards that all YTMP partners must follow.
Strong market demand: YouTube expects some industry demand from its partners. They want the companies they recommend to be popular and well received in their niche. This is usually a tell-tale sign that they provide top notch service.
Successful track record: YouTube wants the best partners with long-term track records. Many of the companies on the list have been in business for more than 10 years. So the chances are they are doing something right.
Compliance with guidelines: We all know that Google takes its guidelines seriously and expects creators and advertisers to follow the rules. The same applies to service providers. YouTube only recommends companies with a proven track record of following the guidelines.
Accurate and up-to-date information: The goal of YTMP is to provide only the most accurate data to creators and advertisers. In order to become part of the program, service providers must prove that their data matches YouTube. If they can, it will be a gold star for them.
Actionable and insightful metrics: YouTube wants to make sure that the data these service providers offer is actionable, insightful, and has the potential to actually make a difference.
safety: Security and protection are of the essence. For this reason, all YouTube members must adhere to proper data processing, encryption and other security measures. When you choose a YTMP partner, you can be confident that they will properly process your private data.
What does YTMP mean for content creators?
This leaves us with one final thought: How can YTMP make a difference in your business?
YouTube, Google, Facebook, Instagram, and all of these platforms are constantly trying to find new ways to get advertisers to choose them. How can this new measurement program help your company? Here are a few options.
1. Ensures data accuracy
Probably the biggest plus is the data accuracy. We use so many tools and frankly they all tell us different things. If you're into SEO, you're probably using SEMrush and Ahrefs. but have you ever compared them The dates are completely different. So who do we trust?
The goal of the YTMP is to provide the most accurate data across the board so you can have a direct view of how your money is being spent.
2. Simple competitive analysis
YouTube lays it all out and shows you every company they work with. This makes choosing a service a lot easier as you can easily compare them without having to randomly search the SERPs to solve your problems.
It's almost like walking down the cereal cabinet in the supermarket. You have a much better chance of enjoying your grain when you choose between the top five in the world and 100 random grains.
3. Match with the right company
Businesses are changing the way they provide services, trying to provide more experience in business. When you work with a verified partner, you make sure you get a company that meets your goals and objectives.
4. Trust, security and security
Finally, security and protection are everything. We have tons of data and if the wrong person gets it it can create huge problems. Knowing how companies handle your information is very important, and the YTMP ensures that you only entrust your valuable data to companies who know how to handle it properly.
Conclusion
Do you think the YouTube Measurement Partner Program could make a difference in content creation? You are much more likely to find a solid tool that will suit your needs. If you need additional help that these tools don't provide, we can help.
Remember that in marketing, YouTube and Google sometimes give us a little glimpse of how they work and what we can do to be successful. That is exactly what YTMP does. They tell you these companies could give you a little edge.
Are you using any of the companies on the YouTube measurement program's approved list? If so, let us know which ones in the comments and what experiences you have / have had?
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