YouTube returns to Barb measurement system

YouTube has returned to the Barb measurement system, according to The Media Leader. The video-sharing platform, owned by Google, started using third-party measurement services from Barb again in April, a year after it exited the UK's measurement system.

YouTube had previously left Barb when the measurement company, which is supported by the UK's major TV broadcasters, implemented new restrictions on how its data could be utilized by licensees. YouTube had intended to incorporate Barb's data into its own proprietary planning tools, but Barb has strict guidelines regarding the usage of its data.

Last year, The Media Leader reported a dispute that arose when YouTube was unable to confirm that its planning tools met the cross-media standards set by the Media Rating Council, as stated in a letter from Barb CEO Justin Sampson to shareholders. In the early part of this year, Barb joined the Media Rating Council.