Exercise, wedding planning, and vegan baking: What do they all have in common? They’re all subjects of recently viewed videos in my YouTube queue.

A person’s YouTube history can say a lot about their interests, current life events, hobbies, and a lot more. (A quick browse of your YouTube history might also reveal your 2000s rap guilty pleasure, but maybe that’s just mine.) YouTube is the second largest search engine in the world, with 2.6 billion users around the world. According to Hubspot, 81% of Americans used YouTube in 2021.

YouTube is an incredibly powerful tool for marketers, who last year spent $28 billion on YouTube ads. The possibilities of reaching people via YouTube are virtually endless. YouTube makes it easy to reach target audiences of different demographics and common interests. It also is an especially powerful platform for boosting brand awareness.

So we set measurable goals and rely on metrics—clicks, impressions, view-through rate, etc.—to gauge performance over time. I mean, who hasn’t waited for the “skip ad” countdown?

But how can you be sure those stats are on the up-and-up? Especially since it’s certainly in YouTube’s best interest to make the look as good as possible?

Enter DoubleVerify: a new firm that, according to AdAge, is the first measurement service to gain Media Rating Council accreditation for YouTube video viewability within Google Ads Data Hub. DoubleVerify offers third-party verification of your analytics, significantly increasing the legitimacy of YouTube as an effective advertising platform.

With DoubleVerify, you can be sure your analytics are accurate and reports will reflect the truest depiction of video performance and audiences. This makes data-driven marketers like us very happy because it allows for us to create customized, reliable reports that show improved performance over time.

As an agency, we are passionate about providing our clients with easy to read, transparent data that allows us to optimize campaigns to the fullest in addition to allowing our clients to feel at peace. In truth, it makes us happy as YouTube users, too. It’s one more way to keep Baconator ads out of our vegan baking tips.