YouTube will significantly expand the amount of demographic data it collects on those viewing videos on the site later this year, reports AdAge.

The plans were laid out by YouTube CMO Suzie Reider at the Advertising Research Foundation's Rethink conference in New York. Reider says by the third quarter of this year YouTube will be able to report on video views and other metrics, numbers sure to be of interest to marketers.

YouTube does not yet have a chief of research but will be running a user survey in the near future.