VideoAmp is joining the party in Google’s Ads Data Hub clean room alongside rivals Nielsen and iSpot.tv, as the measurement company today announced its own integration, which will allow it to measure de-duplicated reach and frequency on YouTube, the most watched connected TV player.

VideoAmp’s integration will let advertisers use its dataset in a unified platform, incorporating YouTube across connected TV, desktop and mobile, alongside linear TV, allowing in-flight or post-campaign adjustments at the platform, tactic and campaign level. VideoAmp’s integration with the clean room will be available for clients by the end of this quarter, slightly ahead of iSpot’s integration announced yesterday.

“It’s an evolution of our partnership with YouTube,” said VideoAmp President Michael Parkes in an interview. “As we move to more currency-grade measurement with YouTube, we collaborated with them around requirements, moving in that direction in line with a lot of the partnerships we have with TV networks and other digital platforms.”

As the largest streaming platform, YouTube is “in the same conversation as the big television networks and streaming platforms,” Parkes said. “They’re looking for ways to better service their advertisers and deliver on the commitments they have.”

While they increasingly compete alongside one another on TV screens, YouTube, and at least some of the TV networks, particularly through the Joint Industry Committee they’re backing, have been at odds over how measurement should take place. YouTube has argued for the Media Rating Council’s two-second viewable impression as the cornerstone of audience measurement, while networks via the JIC have argued for measuring longer ad duration and weighting impressions on a content quality basis.

“The way the buy side and sell side agree to transact is ultimately up to them,” Parkes said. “We’ve taken the approach of creating the most flexible platform where we’re looking to maximize our measurement coverage across the ecosystem to allow buyers and sellers to make the best decisions they can and not be constrained by legacy metrics and legacy ways of doing things.”