Roku has reached an agreement that enables comScore to measure and create syndicated ratings for the advertising in over-the-top video.
comScore estimates that publishers on Roku account for about 50% of the fast growing OTT streaming market, and Roku says that programmers and media buyers are demanding third-party measurement of ads that run on the platform.
Viewing on the Roku platform will be part of comScore's validated Campaign Essentials (vCE) ratings and will include demographic information such as age and sex of viewers, and media buyers will have access to TV-like metrics including reach, frequency and gross ratings points.
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