{"id":21376,"date":"2023-12-23T11:45:31","date_gmt":"2023-12-23T06:15:31","guid":{"rendered":"https:\/\/blog.veefly.com\/?p=21376"},"modified":"2025-10-28T17:57:36","modified_gmt":"2025-10-28T12:27:36","slug":"youtube-co-viewing-measurement-plan","status":"publish","type":"post","link":"https:\/\/veefly.com\/blog\/youtube\/youtube-co-viewing-measurement-plan\/","title":{"rendered":"YouTube Reschedules Co-viewing Measurement Plan"},"content":{"rendered":"<p>YouTube is one of the largest video-streaming platforms, which has been approaching new features for users. Besides upgrading the platform, YouTube made the announcement of its upcoming plans, which are now postponed. Starting transactions against its own co-viewing measurement was one of them. Let&#8217;s understand why the YouTube co-viewing measurement plan was pushed back!<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_72 counter-hierarchy ez-toc-counter ez-toc-transparent ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/veefly.com\/blog\/youtube\/youtube-co-viewing-measurement-plan\/#Why_YouTube_Postponed_Co-Viewing_Measurement_Plan\" title=\"Why YouTube Postponed Co-Viewing Measurement Plan?\">Why YouTube Postponed Co-Viewing Measurement Plan?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/veefly.com\/blog\/youtube\/youtube-co-viewing-measurement-plan\/#Is_YouTube_Using_Its_Own_Co-viewing_Data_For_CTV_Advertising_Sparking_Transparency_Concerns\" title=\"Is YouTube Using Its Own Co-viewing Data For CTV Advertising, Sparking Transparency Concerns?\">Is YouTube Using Its Own Co-viewing Data For CTV Advertising, Sparking Transparency Concerns?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/veefly.com\/blog\/youtube\/youtube-co-viewing-measurement-plan\/#Conclusion\" title=\"Conclusion\">Conclusion<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"Why_YouTube_Postponed_Co-Viewing_Measurement_Plan\"><\/span>Why YouTube Postponed Co-Viewing Measurement Plan?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"aligncenter wp-image-21393 size-large\" src=\"https:\/\/blog.veefly.com\/wp-content\/uploads\/2023\/12\/co-viewing-measurement-youtube-1024x576.jpg\" alt=\"co-viewing measurement-youtube\" width=\"1024\" height=\"576\" srcset=\"https:\/\/blog.veefly.com\/wp-content\/uploads\/2023\/12\/co-viewing-measurement-youtube-1024x576.jpg 1024w, https:\/\/blog.veefly.com\/wp-content\/uploads\/2023\/12\/co-viewing-measurement-youtube-300x169.jpg 300w, https:\/\/blog.veefly.com\/wp-content\/uploads\/2023\/12\/co-viewing-measurement-youtube-768x432.jpg 768w, https:\/\/blog.veefly.com\/wp-content\/uploads\/2023\/12\/co-viewing-measurement-youtube-1536x864.jpg 1536w, https:\/\/blog.veefly.com\/wp-content\/uploads\/2023\/12\/co-viewing-measurement-youtube.jpg 1920w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/p>\n<p>YouTube has announced it will start transacting against its co-viewing measurement in the first quarter of 2024. But the latest news says the plan has been pushed back to the fourth quarter of 2024. The reason behind the pushback is buy-side backlash. Programmers are inflating ratings by combining their viewership data and measurement provider, upsetting the advertisers. Hence, the buy-side backlashes!<\/p>\n<p>For people who don&#8217;t know the co-viewing measurement, it calculates the number of people watching ads on a connected TV (CTV) device together to estimate the ad performance. The measurement is based on a panel of select audience members projected through the co-viewing factor. The number of impressions you have received on the advertisement is the number of people most likely to watch the ads.<\/p>\n<p>YouTube has introduced the co-viewing measurement plan to advertisers to give a comprehensive idea of their audience. Additionally, this factor helps increase the <a href=\"https:\/\/blog.veefly.com\/youtube\/what-are-impressions-on-youtube\/\" target=\"_blank\" rel=\"noopener\">impressions<\/a> on ad campaigns.<\/p>\n<p>The platform encourages advertisers to estimate and compare the performance with or without co-viewing. Hence, it planned to push back the transacting plan. &#8220;In line with how we measure and bill today, advertisers can choose between YouTube or a third party, like Nielsen,&#8221; said Kate Alessi, managing director of global product solutions at YouTube and Google, in an emailed statement.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Is_YouTube_Using_Its_Own_Co-viewing_Data_For_CTV_Advertising_Sparking_Transparency_Concerns\"><\/span>Is YouTube Using Its Own Co-viewing Data For CTV Advertising, Sparking Transparency Concerns?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Yes. Due to transparency concerns, YouTube has announced it is turning away from third-party measurement tools for YouTube co-viewing measurement plans on CTV.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Conclusion\"><\/span>Conclusion<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Watch time on TV matches with mobile devices now. YouTube has improved its performance by raising potential audiences by including extra features and making the application user-friendly. One thing that helps advertisers evaluate the ad campaign performance on TV is the co-viewing factor. The YouTube co-viewing measurement plan was to start at the beginning of January 2024, but now it will begin in the fourth quarter of the following year due to buy-side criticism.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Know why YouTube pushes back the co-viewing measurement plan!<\/p>\n","protected":false},"author":29,"featured_media":21392,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[71],"tags":[1008],"class_list":["post-21376","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-youtube","tag-youtube-co-viewing-measurement-plan"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.3.1 (Yoast SEO v25.3.1) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>YouTube Co-viewing Measurement Plan Postponed<\/title>\n<meta name=\"description\" content=\"YouTube co-viewing measurement plan is now postponed to the fourth quarter of 2024. 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