Comscore and YouTube partner on measurement

Comscore will provide marketers with data on how audiences are consuming data on YouTube and YouTube TV across desktop, mobile and connected television (CTV).

The agreement will also examine combined co-viewing for YouTube and YouTube TV across over-the-top and CTV.

Comscore was previously working with Google to provide YouTube measurement without third-party pixels.

Bill Livek, chief executive officer at Comscore, said: “This is a critical milestone for Comscore and for the industry. Our clients are placing a large portion of their advertising spend with YouTube, and they need a holistic view of how that spend is performing relative to the entire media mix.”

Debbie Weinstein, vice-president, global solutions, at YouTube, said: “People are watching more YouTube than ever – on mobile, on laptops, and especially on our fastest growing screen, the TV, and we want to ensure advertisers can measure their reach across all devices with third-party partners like Comscore.

“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.”