RESTON, Va., Oct. 12, 2021 /PRNewswire/ -- Comscore
(NASDAQ: SCOR), a trusted partner for planning, transacting, and
evaluating media across platforms, is excited to announce it is the
first measurement provider to deliver deduplicated audience
measurement across YouTube's largest platforms (PC, Mobile, and now
Connected TV) and including co-viewers of Connected TV screens. The
milestone delivers on the significant expansion of Comscore's
partnership with Google announced in August and makes Comscore the
first provider to be able to offer advertisers the ability to
measure deduplicated reach and frequency with this comprehensive
level of coverage, now including the incrementality of YouTube's
impact within media plans.
The addition of YouTube and YouTube TV into Comscore Campaign
Ratings (CCR) is live today and enables one of the largest
advertising sources for modern cross-platform measurement. As
previously published by Comscore, more than 80% of CTV reach in the
U.S. falls on only five streaming services — and only two are
ad-supported.
"Consumer viewing of collective video advertising across linear
TV and CTV continues to grow, and as part of that trend, YouTube
and YouTubeTV now represent one of the largest national and global
sources of ad supported content," said Elizabeth Daly, VP Group Media Director, Video
Investment at Mediahub Worldwide, an Interpublic Group
agency. "As the industry navigates unprecedented scrutiny
of measurement accuracy and stability, it's critical to
have reliable deduplicated cross-platform measurement. We believe
this partnership will help give advertisers much-needed
clarity and a more complete view of their overall advertising
effectiveness."
"The industry has been clamoring for deduplicated cross-platform
measurement. I am excited that we are the first to include Google's
YouTube and YouTubeTV inventory in our CCR solution," said
Bill Livek, CEO, Comscore. "With
this expansion of our partnership, Comscore has the most complete
view of one of the largest national and global sources of ad
supported content. This addition is a game changer as it greatly
improves brands' and agencies' ability to plan and measure
deduplicated reach and frequency of their campaigns."
About Comscore
Comscore (NASDAQ: SCOR) is a trusted partner for planning,
transacting and evaluating media across platforms. With a data
footprint that combines digital, linear TV, over-the-top and
theatrical viewership intelligence with advanced audience insights,
Comscore allows media buyers and sellers to quantify their
multiscreen behavior and make business decisions with confidence. A
proven leader in measuring digital and TV audiences and advertising
at scale, Comscore is the industry's emerging, third-party source
for reliable and comprehensive cross-platform
measurement.
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SOURCE Comscore