YouTube tapped Comscore for a new measurement program that is meant to give connected TV advertising buyers a clearer picture of the platform. The new program comes just as some media buyers and major brands expressed reservations about the sophistication of YouTube’s ability to help them control the reach and frequency of their ads in CTV. On Monday, Comscore announced it would integrate its ratings system with YouTube, which helps advertisers “understand combined co-viewing for YouTube and YouTube TV across OTT/CTV as well as incremental reach to their linear TV buys,” Comscore said. The program is part of Comscore Campaign Ratings measurement, which is meant to tell advertisers how many viewers they reached across connected TV apps and devices. Advertisers use these ratings to understand issues like “co-viewing,” which is when more than one person views an ad when multiple viewers are watching the same program in the same room. The ratings also help with “deduplication”—understanding whether brands served the same commercial to the same consumer on different apps or channels. The ratings also help analyze “incremental reach,” which is how often a commercial is shown to someone outside of broadcast or cable TV. “The inclusion of co-viewing in this new…
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YouTube looks to improve connected TV advertising with Comscore ratings
