Important changes to third-party measurement on YouTube

As of 14 January 2021, Google no longer accepts third-party tracking pixels for YouTube measurement. If you want to use a third-party measurement vendor (for example, Nielsen) for your video ads, you need to enable Ads Data Hub measurement first. Any campaign that doesn't enable Ads Data Hub measurement is subject to disruptions in third-party measurement.

You can now enable third-party measurement in Google Ads for your YouTube campaigns after a one-time account configuration done by Google. We recommend that you use the self-service feature as it saves time from sending a request to Google and waiting for us to complete the task. 

Alternatively, you can still request that Google Ads support enable third-party measurement for your YouTube campaigns. The campaign enablement service will no longer be available from 1 November 2021.

Follow the steps in this article to learn how to enable third-party measurement for your campaigns on YouTube.

Instructions

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

Request and enable third-party measurement for your accounts

1. Request third-party measurement configuration for your accounts

Google may require information about your third-party measurement vendor before you can enable third-party measurement for YouTube campaigns. Review the instructions below to understand how you can provide this information to Google.

Before you can enable measurement for third-party viewability, brand safety, brand lift and reach on YouTube campaigns in Google Ads, contact Google Ads support with your vendor client ID so that a representative can configure third-party measurement vendors on your account.

Bear in mind that only one vendor can be enabled for a measurement type (for example, you can't have Comscore and Nielsen as your chosen vendors for reach at the same time).

Google Ads support needs the vendor client ID for each measurement type that you plan to use on your account. The vendor client ID is provided to you by the third-party measurement vendor. To do this:

  1. Download the ‘Third-party measurement for video campaigns’ template.
  2. Enter the requested details for each measurement type in the template.
  3. After you enter your measurement details into the template and save the file, go to the support form.
  4. Follow the instructions in the form. In the form, make sure that you select Video campaign, then Account-level 3P measurement vendor configuration.
  5. Attach the template in the form, then submit the request.

Request third-party measurement configuration for Display & Video 360

You can enable 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.

Contact Display & Video 360 support to configure third-party measurement for your advertiser. You’ll need to provide the vendor client ID for each measurement type for each vendor that 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 in Display & Video 360. Go to Advertiser settings > Basic details > Additional settings > Third-party measurement services > YouTube measurement vendors, then select a vendor to view the vendor client ID.

Request third-party measurement configuration for YouTube Reserve

YouTube Reserve campaigns don’t require account configuration before enabling third-party measurement. Please follow the instructions below to request enabling the 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, and the reporting ID is mapped to the line items within the media plan.

2. Enable third-party measurement for your YouTube campaigns

After a Google representative configures third-party measurement for your account, you can enable third-party measurement from that vendor in your YouTube campaigns.

Google Ads

  1. Open Google Ads.
  2. In the page menu on the left, select Settings > Campaign settings.
  3. Select a campaign from the table.
  4. On the campaign settings page, select Additional settings.
  5. Expand the 'Third-party measurement' panel.
  6. Select Add vendor. If you don't see the measurement type from your preferred vendor, please follow the instructions under the ‘Request third-party measurement configurations for Google Ads’ section above.
  7. Choose the metric type that you want to measure and the third-party measurement vendor.
  8. (Optional) Add the reporting ID from the vendor. For YouTube Reserve campaigns, a reporting ID is required for third-party reach measurement and third-party brand lift measurement.
  9. To add more measurement types, select Add vendor. If you need to remove a vendor, select the 'X' next to each vendor.
  10. Select Save.

Alternatively, Google Ads support can also help enable third-party measurement for your YouTube campaigns. Follow the instructions here to request assistance from Google.

Display & Video 360

Once third-party measurement is configured for your advertiser, you can enable third-party measurement for individual YouTube partner line items.

In Display & Video 360, navigate to Line item details > Additional settings > Third-party vendors, then select a vendor for viewability, brand safety, brand lift or reach (and add the optional reporting ID).

YouTube Reserve campaigns (for example, YouTube Select)

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, and the reporting ID is mapped to the line items within the media plan.

Partner Sold programme

Please contact your publisher.

Third-party measurement using other vendors

Request third-party measurement from other vendors

Google Ads

Read detailed instructions here.

YouTube Reserve campaigns (for example, YouTube Select)

Please contact your Google representative. They will guide you through the process.

Partner Sold programme

Please contact your publisher.

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