comScore has been working closely with YouTube since August to provide third party data around consumption and demographics.

As a result of these efforts, it has established a brought "a standardization" around the giant video site — data which is critical for the content creators, YouTube and brand advertisers, says Eli Goodman, Media Evangelist at comScore, in this interview with Beet.TV

We interviewed him on Wednesday at the the International Academy of Web Television (IAWTV) where he was a featured speaker.

Andy Plesser