This article discusses the inadequacy of current CTV metrics in accounting for co-viewing, suggesting that failing to do so distorts media pricing and undervalues the actual audience reached by CTV campaigns.
If CTV measurement excludes co-viewing, brands can undercount the audience their ads actually reach and misread the price of that inventory. YouTube’s metric directly targets that gap, which matters because CTV buying and reporting still depend on how reach is counted. The article’s core signal is the measurement method itself: whether co-viewing is included in CTV reporting will affect how buyers compare campaigns. Watch for whether more ad measurement systems begin reporting co-viewing alongside standard CTV impressions.
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