YouTube gets Comscore measurement

Monitoring firm Comscore has announced a major deal with Google-owned YouTube to provide measurement for the platform.

Comscore said that it will be incorporating YouTube and YouTube TV measurement into its Comscore Campaign Ratings cross-platform service, and that it builds on a pre-existing partnership with Google. 

The partnership promises to provide marketers with “an unmatched” understanding of how audiences are consuming content on YouTube and YouTube TV across desktop, mobile, and, with this integration, connected TV (CTV).

Debbie Weinstein, VP of Global Solutions, 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. We also know people are choosing to watch their favorite YouTube content on connected TVs with others, and 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.”

Comscore CEO Bill Livek 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. We’re confident that clients using Comscore Campaign Ratings will have the most complete picture of advertising performance in the market.”