Comscore, a leading media measurement and analytics company, is strengthening its partnership with Google to improve YouTube visibility and is also pursuing OEM (Original Equipment Manufacturer) deals to refine its Connected TV (CTV) metrics in the rapidly expanding Indian market.
Speaking at Goafest 2025, Alejandro Fosk, Executive Vice President at Comscore, outlined the company’s ambitious strategy to unify digital, CTV, and social measurement within India’s dynamic media landscape. This move comes at a crucial time as media consumption increasingly shifts towards digital platforms, highlighting the need for standardized and reliable measurement systems.
A key aspect of Comscore’s strategy involves a deeper collaboration with Google, specifically focusing on YouTube traffic data sharing. This partnership will enable publishers with YouTube channels to showcase their content more effectively through Comscore’s system, leading to enhanced visibility and more robust measurement capabilities. “We have a partnership with Google on that end,” noted Fosk, suggesting the potential for even greater integration in the future.
Furthermore, Comscore is actively exploring partnerships with OEMs and data aggregators to bolster its CTV measurement capabilities in India, a market experiencing significant growth in connected television viewership. “We’re trying to work through partnerships in order to be able to provide more granular data,” Fosk stated, acknowledging the complexities of measuring audiences at an individual level on CTV.
While Comscore has already introduced CTV measurement to its Video Metrix® Multi-Platform product in India, including YouTube traffic sharing measurement, the company aims to provide even more precise and comprehensive data through these new strategic partnerships. The goal is to offer a unified view of audience engagement across all media platforms, which Fosk described as the “Holy Grail” for the advertising industry.
Comscore’s primary clients in India include media publishers, broadcasters, and advertising agencies, spanning both the buy-side and sell-side of the ecosystem. While some brands also engage with Comscore, the majority of its business originates from these core segments.
Key Highlights:
- Comscore is deepening its partnership with Google to enhance the visibility and measurement of YouTube content in India.
- The company is also actively seeking deals with OEMs to improve the accuracy and granularity of its CTV metrics in the Indian market.
- Comscore aims to create a unified measurement system across digital, CTV, and social platforms to provide a comprehensive view of audience engagement.
- These initiatives are designed to support the growth of the advertising industry by providing reliable and standardized metrics in India’s evolving media landscape.