YouTube expands measurement partnership with Comscore

YouTube has extended its partnership with Comscore, broadening the scope beyond connected TV platforms to include video advertising measurement across desktop and mobile browsers, as well as mobile apps. This expansion marks a milestone for Comscore, which becomes the first measurement service to provide a comprehensive view of ad traffic across desktop, mobile, and connected TV.

Previously, YouTube had utilized Comscore Campaign Ratings for its measurement needs. With the latest agreement, Comscore’s Video Metrix Multi-Platform now incorporates YouTube CTV data, including co-viewing statistics within the U.S. This enhancement allows Comscore clients to access detailed “traffic sharing” metrics for YouTube CTV, providing insights into viewership on specific content distributed on YouTube to content creators. The platform will report on the total unduplicated audience for these content creators across their owned and operated platforms, YouTube, and other distribution channels.

Starting in 2025, several countries outside the U.S., including Argentina, Brazil, Canada, France, Germany, India, Italy, Malaysia, Mexico, Spain, and the UK, will also benefit from this comprehensive YouTube audience view. This global rollout underscores YouTube and Comscore’s commitment to enhancing video advertising measurement on an international scale.

Despite this strategic expansion, Comscore reported a decline in its first-quarter revenues by 5.2%, amounting to $86.8 million compared to the previous year. This drop is primarily due to a decrease in its cross-platform product revenue, which fell by 9.7% year-over-year. The decline in national TV revenue contributed significantly to this decrease, though it was partially offset by growth in Comscore’s movie business.

“Comscore is solving for the convergent shift in cross-platform audiences and continues to lead in digital and video measurement that incorporates person-level insights and deduplicates video audiences across digital,” said Steve Bagdasarian, Comscore Chief Commercial Officer. “Bringing YouTube CTV to Comscore’s Video Metrix Multi-Platform suite will give publishers complete reporting of its reach across all video platforms.”