Comscore offers deduplicated ad campaigns on YouTube
Extended partnership with Google allows advertisers to fully inform their video investment planning across all screens for an accurate view of true reach and frequency
Comscore, a trusted partner for planning, transacting and measuring media across all platforms, is thrilled to announce that it is the first measurement provider to deliver deduplicated audience measurement across the most YouTube’s major platforms (PC, mobile and now connected TV) and including co-viewers. connected TV screens. This milestone aligns with the significant expansion of Comscore’s partnership with Google announced in August and makes Comscore the first vendor 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 impact in media plans.
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The addition of YouTube TV and YouTube in the Comscore Ratings (CCR) campaign is live today and enables one of the largest sources of advertising for modern cross-platform measurement. As previously reported by Comscore, over 80% of CTV’s reach in the US falls on just five streaming services – and only two are ad-supported.
“Consumer viewing of collective video ads on linear television and CTV continues to grow, and as part of this trend, YouTube and YouTubeTV now represent one of the largest domestic and global sources of ad-supported content.” , said Elizabeth Daly, VP Group Media Director, Video Investment at Mediahub Worldwide, an agency of the Interpublic group. “As the industry faces unprecedented scrutiny of measurement accuracy and stability, reliable deduplicated cross-platform measurement is essential. We believe this partnership will help give advertisers much-needed clarity and a more complete view of their overall advertising effectiveness.
“The industry is calling for deduplicated cross-platform measurements. I’m thrilled that we’re 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 comprehensive view of one of the largest domestic and global sources of ad-supported content. This addition is a game-changer as it dramatically improves the ability for brands and agencies to plan and measure the deduplicated reach and frequency of their campaigns.
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