Dive Brief: 

• YouTube has been promising better audience analytics down the road, but startup analytics firm Tubular Labs says it has the technology now. 
• The startup's new product, Playlist, strives to provide better metrics, like audience composition of a web series or percentage of target audience reached, to video publishers and advertisers.
• Playlist uses Tubular's AudienceGraph technology to pull data from over 1 billion social engagements — likes, comments, etc. — across 50 million YouTube videos. 

Dive Insight: 

The technology that Tubular is describing is something publishers and marketers have been craving for some time. Until now, marketers have only been able to tally up views for an inflated and vague idea of the video's reach. Tubular's technology can help publishers and marketers understand when is an ideal time to post videos, what their audience's interests are across YouTube, and which other publishers or firms could be a good fit for collaboration. If the technology is effective, Tubular may have made a major video marketing breakthrough.