TransUnion (NYSE: TRU) and Google announced an integration that incorporates YouTube advertising measurement into TransUnion's Multi-Touch Attribution solution. The capability allows marketers to measure YouTube ad performance alongside other marketing channels within a unified framework.

The integration enables advertisers to connect YouTube ad exposure to business outcomes and compare its performance against other media investments. Marketers can now measure YouTube's impact across the conversion path and access return on ad spend metrics for cross-channel optimization.

"Marketers are increasingly focused on understanding how every channel contributes to business outcomes," said Brian Silver, executive vice president of marketing solutions at 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."

TransUnion stated it is the only multi-touch attribution provider offering YouTube measurement capabilities. The integration combines YouTube's reach with TransUnion's identity-driven measurement system, allowing advertisers to link media exposure to consumer behavior across devices and channels.

The companies conducted a pilot program with more than 15 customers across automotive, retail, financial services, insurance and media industries. U.S. Bank participated in the pilot to evaluate YouTube within the attribution framework.

"Having a cross-channel view of performance that includes YouTube helps us better understand how video contributes alongside the rest of our media investments," said Melissa Stewart, senior vice president and head of marketing for payments at U.S. Bank.

The integration allows marketers to resolve fragmented media signals across platforms while maintaining privacy-conscious measurement practices, according to the press release.