Performance management and analytics firm Nielsen has announced it is introducing new measurement tools for YouTubes mobile app through its Digital Ad Ratings service in the UK, France and Germany.

The service, which expands on Nielsens current measurement coverage of YouTube ads on desktop and mobile web browsers, will now provide marketers with independent and comprehensive cross-device measurement of advertising audiences for YouTube, across desktop and mobile and via every channel.

With this launch, Nielsen Digital Ad Ratings clients will also gain access to age and gender demographics for consumers viewing ads on YouTubes mobile app, as wells as reach, frequency and gross rating points.

Nielsens measurement of YouTube ads uses a consistent methodology with all other mobile publishers in Digital Ad Ratings, enabling both media buyers and sellers to harness comparable and de-duplicated person-based measurement across publishers in their media planning and execution.

“As more people watch video across digital platforms and devices, Nielsens comprehensive measurement of YouTube through Digital Ad Ratings is crucial to provide a complete picture of media consumption, especially since YouTube accounts for a large share of mobile video advertising in the UK,” said Barney Farmer, UK commercial director at Nielsen. “We are proud to be able ot provide the market with an independent view of the audience for advertising on YouTube in context of the wider viewing landscape.”

Measurement of Digital Ad Ratings for YouTubes mobile app was already made available in the US in June 2017, and in Canada and Japan in October last year. Further expansion into international markets is planned for later in 2018.