Estimating how many people are actually in the room when your ad plays. A household with four viewers is not the same as a household with one. CTV impression counts don't distinguish between them. Co-viewing models try to account for this gap using panel data and device signals. The estimates are imperfect, but they're still better than assuming one device equals one person.
Ad tech glossary
Co-Viewing Measurement
Technical definition
Methods for estimating the number of people watching content simultaneously on the same device, particularly in living room environments.
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