Comscore brings CTV measurement to Europe

Media planning firm Comscore has announced the addition of CTV measurement to its Video Metrix Multi-Platform product for Spain and the UK.

The report will also be included in June for Italy, and for France and Germany in July 2022, with the tech including YouTube traffic sharing measurement.

Comscore said that it is the first international measurement provider to deliver complete audience measurement across YouTube’s largest platforms at the device level–PC, mobile and CTV.

This expansion will allow buy-side clients to leverage Comscore’s Video Metrix Multi-Platform solution to account for CTV viewing when forming YouTube strategy for key areas of content.

Joris Goossens, SVP Europe & APAC, Comscore, said: “As CTV continues to grow, it’s become critical to expand cross-platform measurement, particularly in international markets where similar CTV and OTT syndicated offerings do not currently exist. 

“With the addition of YouTube to our Video Metrix product, advertisers in European key markets will be able to perform true cross-platform evaluation, by understanding the true engagement metrics across all screens of their YouTube video investments and inform planning by selecting the best content categories and YouTube channels to execute their multi-platform campaigns.”