Comscore to Provide YouTube CTV Measurement in Its Cross-Platform Service

Comscore will provide de-duplicated connected TV measurement for YouTube and YouTube TV in its Comscore Campaign Ratings cross-platform service, it said Monday. The arrangement allows advertisers to measure their video investments across all screens, for an "accurate view" of how audiences are consuming content on YouTube and YouTube TV across desktop, mobile and connected TV, it said. "People are choosing to watch their favorite YouTube content on connected TVs with others, and the inclusion of co-viewing in this new integration will allow advertisers to understand the full scale of the audience they're able to reach through YouTube" connected TV campaigns, said Debbie Weinstein, YouTube vice president-global solutions.