YouTube has expanded its partnership with Comscore, extending beyond connected TV platforms to encompass video advertising measurement on desktop and mobile browsers, as well as mobile apps.

This development is now the first measurement service by the company to offer a comprehensive view of ad traffic across desktop, mobile and connected TV.

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Starting in 2025, regions outside the US., including Argentina, Brazil, Canada, France, Germany, India, Italy, Malaysia, Mexico, Spain, and the UK, will have access to the total YouTube audience view.

Meanwhile, with this advancement, Comscore’s Video Metrix Multi-Platform now includes YouTube CTV data, including coviewing, in the US.

Additionally, this move enables Comscore clients to access Traffic Sharing within our YouTube CTV measurement.

Comscore, Chief Commercial Officer, Steve Bagdasarian, said: “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.

“Bringing YouTube CTV to Comscore’s Video Metrix Multi-Platform suite will give publishers complete reporting of its reach across all video platforms.”