Google plans to give advertisers and agencies better tools to measure their reach and target specific audiences on YouTube. As 50 percent of YouTube views now happen on mobile, the new targeting and measuring tools will focus on mobile While technologies like pixels and cookies still have a role in the broader ecosystem, most were built for a single screen...This can lead to inconsistent measurement and less relevant ads across screens, making it harder for people to control the ads they see or the data used to show them. YouTube director of product management Diya Jolly