Important changes to third-party measurement on YouTube

As of January 14, 2021, all campaigns must enable Ads Data Hub measurement to be eligible for third-party measurement. Any campaign that doesn't enable Ads Data Hub measurement is subject to disruptions in third-party measurement. YouTube no longer accepts third-party pixels.

If you’re working with a third-party measurement vendor (for example, Nielsen), follow the steps in this article to learn how to enable Ads Data Hub measurement.

Instructions

Third-party measurement using Nielsen, Comscore, IAS, MOAT, DoubleVerify, Dynata, Meetrics, and Kantar

Enable Ads Data Hub measurement for YouTube buys in Google Ads

You can now set third-party viewability, brand safety, brand lift, and reach measurement on line items directly in Display & Video 360. Contact support with your vendor client ID to enable this feature for your advertiser, and then you can set third-party measurement on individual line items in Additional settings > Third-party vendors.

If you want Google to set up third-party measurement for your Google Ads account:

  1. Go to the Third-Party Measurement Implementation Request form for Google Ads.
    If you’re using Instant Reserve, please reach out to your Google account representative to enable Ads Data Hub linking.
  2. Download the Third-party measurement for video campaigns template.
  3. In the form, provide the requested Google Ads account information (such as your Google Ads customer ID). If you’re already signed into your Google account, the information will be automatically added to the form.
  4. In the "Campaign Type" section, select Video Campaign.
  5. Click the box next to "3P measurement."
    • If you want to request that Google traffic Campaign Manager 360 pixels to your video campaigns, you can also click the box next to "Video campaign 1x1 pixel."
  6. (Optional) If you have a Google Account Manager, add the Google Account Manager’s email address.
  7. In the Third-party measurement for video campaigns template you downloaded from step 2, add the customer ID, campaign ID, vendor client ID, and reporting ID (optional) in the corresponding tabs. The vendor client ID and the reporting ID are provided to you by the third-party partner.
  8. Upload the template(s) in the form, then click Submit.

Enable Ads Data Hub measurement for YouTube buys in Display & Video 360

  1. Enable your advertiser and provide a vendor client ID: Contact support to enable third-party measurement for your advertiser. You’ll need to provide the vendor client ID for each measurement type for each vendor you’d like to enable. The vendor client ID is provided to you by the third-party partner.

    You can verify the vendor client ID by navigating to Advertiser settings > Basic details > Additional settings > Third-party measurement services > YouTube measurement vendors > select vendor and view a vendor client ID.

  2. Enable measurement on line items: Once third-party measurement is enabled for your advertiser, you’ll be able to set it on individual YouTube & partners line items. Navigate to Line item details > Additional settings > Third-party vendors > select vendor for viewability and/or brand safety (and add the optional reporting ID)

Enable Ads Data Hub measurement for YouTube Reserve campaigns (for example, YouTube Select)

Please reach out to your Google representative with the vendor client ID and reporting ID provided by your third-party measurement vendor. The vendor client ID is mapped to your YouTube Reserve media plan, and the reporting ID is mapped to the line items within the media plan. 

The reporting ID is required for measurement with Nielsen, Comscore, Dynata, and Kantar. Please make sure that you receive the reporting ID from your measurement vendor and provide the information to your Google representative.

Enable Ads Data Hub measurement for Partner Sold Program

Please reach out to your publisher.

Third-party measurement using other vendors

Enable Ads Data Hub measurement for YouTube buys in Google Ads

Read detailed instructions here.

Enable Ads Data Hub measurement for YouTube Reserve campaigns (for example, YouTube Select)

Please reach out to your Google representative. They will guide you through the process.

Enable Ads Data Hub measurement for Partner Sold Program

Please reach out to your publisher.

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