Measurement. All marketers must face this challenge. Not only measure the impact of the message in search, display and video ads, but in a way that gives marketers confidence in the numbers.

Google is committed to helping marketers gain accurate and trustworthy measurements with solutions based on industry standards, like MRC.

So the company introduced Google Measurement Partners on Tuesday during the its marketing summit keynote. The partnership program brings together 23 new and existing partnership across viewability, brand lift, brand safety and more.

The partners have worked closely with Google to meet precise standards to provide measurement solutions. Some of the partners include comScore, Ekimetrics, Tune, Adjust, Nielsen, Innovd, Sizmek.

On Tuesday, Partnerize, which announced a rebranding strategy from Performance Horizon to reflect industry changes, released a study conducted by research and events company WBR. It suggests partnerships play a key role in driving revenue for many companies. The research aims to understand the size, growth trends and role of partnerships in marketing.

About 27% of the study’s participants said a priority this year will be finding more partners, with 23% saying they will strengthen relationships with existing partners. Some 74% report that partnerships are a high or very high priority for their businesses. Just 5% say they will invest less on partnerships this year versus last year.

Other priorities during the next 12 months: 19% want to develop and deploy new creative; 21% seek better program and user data; and 10%, want diversity commission strategies.