Google adds co-viewing metrics to Display & Video 360
Google's Display & Video 360 Help center provides information about co-viewing metrics for Connected TV (CTV) advertising. Co-viewing refers to multiple people watching ads on a CTV device together, leading to increased impressions and reach for video ads, which Google measures using real-time and census-level surveys with statistical methods.
Key Takeaways
- Co-viewing is available across inventories in Display & Video 360 for connected TV ads.
- Google measures co-viewing with real-time and census-level surveys.
- Statistical methods are used to remove response bias and represent CTV viewers accurately.
- The model uses factors including day-of-week, time-of-day, country, and user demographics.
- Google says the metrics support apples-to-apples comparisons between YouTube and linear TV buys.
Why It Matters
For buyers planning connected TV budgets, Google is formalizing a way to count multiple viewers on one TV screen, which can raise measured impressions and reach. That matters because Display & Video 360 can now feed co-viewing into reach forecasting and campaign reporting, making CTV numbers more comparable with YouTube and linear TV in the same buying workflow. The key signal to watch is how this co-viewing model changes forecasted reach for CTV campaigns across different day-of-week, time-of-day, and country combinations.
Read full article at support.google.com