Google has agreed to have an official agency audit the metrics and technology integrated by third-party companies into YouTube's Web site and mobile applications.

The percentage of local mobile video ads served with location-based targeting jumped from 5% in the second quarter in 2016 to 17% in the fourth quarter of the same year, according to data scheduled for release Friday.

Video will have the highest growth rate of any mobile application representing 78% of all mobile traffic and live video will represent 5% of total mobile video traffic by 2021, according to Cisco data released this week.

If 2016 was the year of measurement, than 2017 will become the year marketers feel comfortable enough to trust ad targeting and metrics to their campaign partners like Google or Bing.