The service is expected to be rolled out by the end of this year.
YouTube is planning to provide viewer data to advertisers following complaints from Unilever and Kellogg’s.
Citing unnamed people familiar with the matter, the Financial Times reported that the company aims to allow third-party verification groups to insert code on its website, enabling them to gather information on the position and context of ads.
YouTube expects to roll out the service by the end of this year. It could attract verification firms such as ComScore, DoubleVerify and Integral Ad Science.
YouTube’s owner Google already offers an in-house measurement system, dubbed Active View, to test whether ads are seen.
The company said that it is committed to meet all of its clients’ measurement needs and is taking their feedback into account as it continues to roll out new solutions.
YouTube is branching out into the ecommerce market as Google looks to take on Amazon and eBay.
The video site will now be connected to the technology which powers Google Shopping, which will enable advertisers to display links to individual products.
It was unveiled earlier this year that YouTube is set to launch a subscription service to enable users watch videos without being distracted by adverts.