• by Wayne Friedman , July 30, 2024

Comscore says it is the first measurement service to offer a complete view of ad traffic across desktop, mobile and connected TV.

Previously, YouTube had been a customer of Comscore Campaign Ratings.

Comscore's Video Metrix Multi-Platform now includes YouTube CTV data, inclusive of co-viewing, in the U.S.  Comscore clients will have the ability to access “traffic sharing” in YouTube CTV measurement -- viewership on specific content distributed on YouTube to the content creators.

It then reports on the total unduplicated audience for those content creators across their owned and operated platforms, YouTube and other distribution channels.

Some countries outside the U.S. will see the total YouTube audience view beginning in 2025 -- including Argentina, Brazil, Canada, France, Germany, India, Italy, Malaysia, Mexico, Spain and the UK. 

First-quarter revenues for Comscore were down 5.2% to $86.8 million compared to a year ago, largely attributable to a decline in its cross-platform product, which was down 9.7% versus a year ago.

Comscore attributes the first-quarter revenue decline to lower national TV revenue. This was partially offset by growth in its movie business.