Comscore and Google are expanding their relationship to incorporate YouTube and YouTube TV measurement into Comscore Campaign Ratings.
The ratings service is a cookie-less solution that provides advertisers and agencies with a deduplicated view of reach and frequency across linear TV, OTT/CTV (including measurement for co-viewers), PC and mobile inventory.
The new capability will let marketers measure combined co-viewing for YouTube and YouTube TV across OTT/CTV, as well as desktop and mobile, along with the incremental reach to their linear TV buys, according to Comscore.
More than 80% of CTV reach in the U.S. occurs through five streaming services, and only two — YouTube TV and Hulu — are ad-supported, notes the measurement firm.“People are watching more YouTube than ever — on mobile, on laptops, and especially on our fastest-growing screen, the TV,” and choosing to watch YouTube content on connected TVs with others, says Debbie Weinstein, vice president, global solutions, YouTube. “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 CTV campaigns."