Comscore Adds CTV to Measure All US YouTube Audiences

Comscore has announced it will provide comprehensive measurement of YouTube audiences across all digital devices in the US - integrating CTV audiences with existing metrics for other screens - via its Video Metrix Multi-Platform service.

From this month, the digital audience measurement company is promising clients 'a holistic view of YouTube traffic' across desktop, mobile and connected TV (CTV). The company already reports on YouTube video traffic on desktop and mobile browsers, as well as in mobile apps.

Coverage includes CTV coviewing and Traffic Sharing, but is currently confined to clients in the US. Beginning next year, the firm says it will add Argentina, Brazil, Canada, France, Germany, India, Italy, Malaysia, Mexico, Spain and the UK.

Chief Commercial Officer Steve Bagdasarian (pictured) comments: 'Comscore is solving for the convergent shift in cross-platform audiences and continues to lead in digital and video measurement that incorporates person-level insights and deduplicates video audiences across digital. Bringing YouTube CTV to Comscore's Video Metrix Multi-Platform suite will give publishers complete reporting of its reach across all video platforms'.

Web site: www.comscore.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.