The expansion will allow buy-side clients to use the platform to account for CTV viewing when creating YouTube content strategies.

Comscore said that the CTV tool would be added to Video Metrix in Spain and the UK immediately, and will be launched in Italy later in June and France and Germany in July.

Further expansions of the Video Metrix platform’s CTV measurement will take place over the coming months in Asia and South and Central America.

Users of the CTV tool will also be able to understand how engagement differs across platforms to feed into advertising planning and monetisation.

Comscore Video Metrix Multi-Platform provides a view consumer video consumption across desktops, smartphones, tablets and CTV devices, as well as allowing premium video content and advertising to be strategically planned, bought and sold across platforms using digital-exclusive metrics.

Joris Goossens, senior vice-president Europe and Asia-Pacific at Comscore, said: “As CTV continues to grow, it’s become critical to expand cross-platform measurement, particularly in international markets where similar CTV and over-the-top syndicated offerings do not currently exist.

“With the addition of YouTube to our Video Metrix product, advertisers in European key markets will be able to perform true cross-platform evaluation, by understanding the true engagement metrics across all screens of their YouTube video investments and inform planning by selecting the best content categories and YouTube channels to execute their multi-platform campaigns.”