Google does not accept third-party tracking pixels for YouTube measurement. Display & Video 360 supports third-party Viewability, Brand Safety, Reach & Brand Lift measurement for YouTube ads with verified measurement vendors. If you want to use a third-party measurement vendor (for example, Nielsen) for your YouTube ads, you'll need to enable this directly within Display & Video 360. Failure to do so is subject to disruptions to third-party measurement.
To enable third-party measurement for YouTube & partners line items, measurement partners must first be enabled in Advertiser settings. You will need a vendor client ID for each measurement partner, which should be provided by the measurement partner.
Once the third-party measurement vendor is enabled for your advertiser, you can enable it on individual YouTube & partner line items. Optionally, you can request that a measurement partner is on-by-default, which will automatically enable the measurement partner for all newly created YouTube & partners line items
- Configure third-party measurement for your advertiser:
- Open your advertiser in Display & Video 360.
- In the left menu, click the Advertiser Settings drop down, then click Basic details.
- In the “Basic details” section, click the Additional settings drop down.
- In the "Third-party services" section, click the pencil icon to edit.
- Select the desired measurement vendors and enter the vendor client ID for each.
- (Optional) Click the "On-by-default" checkbox to enable on-by-default for a specific measurement vendor.
You may incur additional charges from your third-party measurement vendor(s) for using this setting.
- Click Apply.
- Enable third-party measurement for individual YouTube & partner line items:
- Go to Campaigns and select your campaign.
- Click the Line items tab and select a line item.
- Under the "Line item details" tab, click the Additional settings drop down.
- In the “Third party vendors” section, select a vendor for viewability, brand safety, brand lift, or reach. You can also add the optional reporting ID, or deselect measurement vendors if necessary.
- Click Save.
Supported measurement vendors
Measurement type |
Measurement vendor |
Viewability |
DoubleVerify |
Integral Ad Science (IAS) |
|
Brand safety |
DoubleVerify |
Integral Ad Science (IAS) |
|
Zefr |
|
Reach |
Nielsen |
Comscore |
|
Kantar |
|
Gemius |
|
Video Research |
|
iSpot.tv |
|
VideoAmp |
|
Audience Project |
|
Brand lift |
Kantar |
Dynata |
|
Intage |
|
Macromill |
|
Nielsen |
Considerations
- Only one combination of vendor, measurement, and VCID (vendor client ID) is allowed per account, though multiple vendors are available per measurement type.
- If any changes to the vendor client ID are needed, you must update this for the third-party vendor in Advertiser settings.
VCID updates will not affect existing line items, unless those line items are edited. Example: You can make and save a small change to an existing line item (and revert it if necessary) to ensure that existing line item uses the newest vendor client ID.
- For measurement partners enabled for on-by-default at the advertiser level, these settings will automatically populate for newly created line items, with the option to add a reporting ID or disable the vendor on individual YouTube & partner line items.
- Third-party measurement for YouTube Programmatic Guaranteed deals must be configured by your account manager. Reach out to your account manager for more details. Third-party measurement for Instant Reserve deals can be enabled within Display & Video 360 during deal creation or editing.
- Third-party measurement support is limited for YouTube & partners line items using multi-format ads, including video views and efficient reach subtypes. Reach out to your measurement partner contact for more information.
- Not all third-party measurement vendors are supported for all YouTube ad formats.