YouTube will use its own co-viewing data for CTV advertising

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.The change will occur in January, though advertisers will still be able to negotiate based on Nielsen co-viewing data and Comscore co-viewing estimates. However, Nielsen told Ad Age it does not plan to incorporate Google’s co-viewing data into its own measurements.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.