Third-party measurement on YouTube

Google doesn't accept third-party tracking pixels for YouTube measurement or YouTube inventory of Demand Gen campaigns. If you want to use a third-party measurement vendor (for example, Nielsen) for your video ads, you'll need to enable measurement within the buying door. Failure to do so is subject to disruptions to third-party measurement.

On September 30, 2024, third-party measurement vendor MOAT will be deprecated.

Before you begin

To enable third-party measurement in YouTube for Google Ads auction and Display & Video 360 (DV360), make sure that you setup:

1. One-time account configuration: As of December 2023, advertisers can now enable account-level third-party measurement partners themselves.
   • Optional: During a campaign construction, you have the option to request on-by-default enablement, allowing a measurement partner to be automatically selected for measurement. The on-by-default enablement feature is available only in Google Ads, DV360 and YouTube Reserve and applies specifically to Viewability, Brand Safety, and Reach measurements. In order to request on-by-default enablement for a measurement partner, file a ticket to Google support. Reach out to your measurement partner contact to confirm whether they support on-by-default settings and for information on the terms & conditions of using on-by-default settings.
2. Campaign enablement: Enable measurement partner at the campaign or line item level, and input the vendor reporting ID (if applicable). Self-enablement is a must for both DV360 and Google Ads. Bulk campaign-level enablement can be done for Google Ads via Google Ads Editor.
   • Note: For on-by-default enabled measurement partners in your account, the aforementioned vendor client ID settings will automatically populate upon campaign creation with the option to remove these settings. If your measurement partner requires a reporting ID, you will still need to enter this ID into the reporting field of the campaign or line item settings. Reach out to your measurement partner to understand the exact requirement.

This article describes how to enable third-party measurement for YouTube Reserve campaigns (like YouTube Select) and Partner Sold campaigns.

Instructions

Third-party measurement using AudienceProject, Comscore, DoubleVerify, Dynata, Gemius, IAS, Intage Inc., iSpot, Kantar, Macromill, Nielsen, Video Research, VideoAmp, and Zefr

Google Ads

1. Third-party measurement account configuration for Google Ads at account-level

Before you can enable measurement for third-party viewability, brand safety, brand lift, and reach on YouTube campaigns in Google Ads, you need to have the vendor client ID for each measurement type that you plan to use on your account. The third-party measurement vendor can provide you with the vendor client ID.

As of December 2023, advertisers can self-enable account-level third-party measurement partners via their corresponding vendor client IDs. Follow these self enablement instructions in Google Ads:

1. In your Google Ads account, click the Admin icon .
2. Click Account settings.
3. Click the Third-party measurement section.
4. Select Add vendor.
5. Select the measurement type that you want to measure and the third-party measurement vendor.
6. Add the vendor client ID from the vendor. Vendor ID should be provided to you by your measurement partner, reach out to your respective measurement partner if you don’t have one.
7. Click Save.
8. (Optional) Request on-by-default enablement for a specific measurement partner (only available for limited vendors) by submitting a request through this form. Ensure you have client approval & vendor alignment to enable on-by-default as support will request this confirmation from you.

After you add vendors at the account level, they’ll become available to use at the campaign level.

Note: You are still required to select the specific measurement type and vendor for each campaign created, unless on-by-default enablement has been set up.

To have the same vendor and vendor client ID automatically selected for new campaigns, contact Google support. You can deselect it anytime in your campaign settings.

2. Third-party measurement configuration for Google Ads at campaign-level

You can self enable each campaign and input the vendor reporting ID (if applicable). Follow these self enablement instructions in Google Ads:

1. In your Google Ads account, click the Campaigns icon.
2. Click the Campaigns drop down in the section menu.
3. Click Campaigns.
4. Below the "Campaigns" page header, you'll find 3 tabs. Click the Settings tab.
5. In the table, click the campaign that you'd like to enable.
6. On the "Settings" page, click Additional settings.
7. Expand the “Third-party measurement” panel.
8. Select Add vendor.
9. Choose the metric type that you want to measure and the third-party measurement vendor.
10. Add the reporting ID from the vendor. This is required for all reach and brand lift measurement on all campaigns, unless otherwise instructed by your measurement vendor.
11. To add more measurement types, select Add vendor. If you need to remove a vendor, select the X next to each vendor.
12. Click Save.

Keep in mind:

• Only one vendor-measurement-VCID (vendor client ID) combination is allowed per account.
• The vendor client ID provided during account enablement will pre-populate for campaigns created after the configuration is saved when you select a given vendor’s measurement services during account configuration. You must file another account configuration ticket if there are any changes to vendor client ID, and this update must also be made at the line item level by self enablement.
• For measurement partners enabled for on-by-default at the advertiser level, these settings will automatically populate in the line item settings with the option to add a reporting ID or remove these settings.

Display & Video 360

Learn more about Third-party measurement on YouTube for Display & Video 360.

YouTube Reserve campaigns (for example, YouTube Select)

Note: As of September 13, 2023, Advertisers can enable multiple third-party providers at the line item level for the same metric in YouTube Reserve campaigns (for example, Nielsen for Reach + Comscore for Reach)

YouTube Reserve campaigns don’t require account configuration before enabling third-party measurement.

To request enabling third-party measurement, contact your Google representative with the vendor client ID and reporting ID provided by your third-party measurement vendor. A reporting ID is required for measurement with Nielsen, Comscore, Dynata, and Kantar. The vendor client ID is mapped to your YouTube Reserve media plan. The reporting ID is mapped to the line items within the media plan.

Partner Sold Program

Contact your publisher.

Google Ads Editor

Follow these instructions to make bulk account-level and campaign-level changes for third-party measurement settings in Google Ads Editor:

1. In Google Ads Editor, select the campaigns that need their settings changed.
2. Under “Third-party measurement”, click the pencil icon .
3. Edit the checkboxes per row as needed.
   • Check the box if you want your selected campaign data to be shared with the vendor.
   • Uncheck the box if you don't want your selected campaign data to be shared with the vendor.
   • Half-checked boxes mean some of your selected campaign data is shared with the vendor.
   • (Optional) Click + New vendor to add more rows or click the trash can icon to remove rows.
4. Click OK.

Third-party measurement using other vendors

Request third-party measurement from other vendors

Google Ads

Review our detailed instructions to request third-party measurement.

YouTube Reserve campaigns (for example, YouTube Select)

Contact your Google representative to help guide you through the process.

Partner Sold Program

Contact your publisher.