Understanding Co-viewing Measurement

July 16, 2025

Co-viewing accuracy will define measurement in 2025

Co-viewing accuracy (or inaccuracy) is the biggest challenge to effective TV and CTV measurement today.

Co-viewing estimates directly impact:

• Reach and frequency
• CPMs and budget efficiency
• Campaign guarantees
• Cross-platform evaluations

Incorrect co-viewing numbers can massively impact campaign reach - by as much as 30%. This creates waster for advertisers - and lost opportunity for publishers.

Download our latest report "Understanding Co-Viewing Measurement" to learn about the challenges facing our industry, and what CMOs, brands, agencies, publishers and measurement providers need to do to address the problem.

Download the report today!