Comscore integrates YouTube into CTV measurement platform for India

Ad measurement platform Comscore has announced the addition of multi-platform CTV measurement for India.

The company has said that it has added CTV measurement to its Video Metrix Multi-Platform product for India, with the measurement including YouTube. 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.

Clients can leverage Comscore’s Video Metrix Multi-Platform to account for CTV viewing when forming YouTube strategy for key areas of content. They are provided with full-cycle enablement across planning and measurement of their YouTube investment, and can access a holistic view of CTV content.

Joris Goossens, SVP Europe & APAC, Comscore, said: “As CTV adoption continues its expansion, it’s become critical to include 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 India 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.”

Varun Sharma, managing director, Google, said: “We’re pleased with the arrival of CTV measurement within Comscore’s Video Metrix solution. Given the growth of YouTube connected TV in India, we firmly believe that independent measurement will help the industry to further develop. We hope that with more and better measurement, from independent vendors like Comscore, investments in CTV media continue to grow aligned with consumption.”