The news: YouTube is facing backlash from advertising agencies after it informed clients that it will move away from third-party measurement for co-viewing on connected TVs and instead trade based on its own measurements and surveys, Ad Age reports.
What is co-viewing? Simply, co-viewing data is supposed to determine the number of people watching an ad on the same screen—think of a family on a couch watching one ad together. Co-viewing is a tough figure to decipher, often coming down to estimations driven by surveys.
Why it matters: YouTube’s decision to trade based on its own data that isn’t verified by a third party is a dramatic move that confirms fears about the endgame of the fractured measurement landscape.
Our take: The move away from third-party currencies gives YouTube more power over its rates and data, but at the cost of advertiser trust.
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