Google scuppers service comparing YouTube viewing with TV

from Unfiltered Media Podcast · host Justin Lebbon and Ian Whittaker

This episode covers the recent news that Google employed a 'cease and desist’ tactic to force Barb and Kantar Media to stop the viewership measurement of YouTube on TV screens. We secured private commentary from advertisers and agencies while discussing implications for YouTube around transparency. Does it even matter today? Are clients happy with the data and feedback loop they get from YouTube to worry about it? How should broadcasters and JICs around the world respond?

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This episode is 20 minutes long.

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This episode was published on January 30, 2026.

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