TransUnion (TRU) said late Wednesday it launched a YouTube capability with Alphabet's (GOOG, GOOGL) Google to help advertisers measure YouTube advertising within the company's multi-touch attribution offering.

The feature allows advertisers to connect YouTube ad exposure to measurable business outcomes, track performance across the media landscape, and support them in optimizing strategies across platforms, according to a statement.

Marketers can also utilize TransUnion's identity graph to connect fragmented media signals across devices and maintain a privacy-conscious measurement approach, according to the company.