Third-party measurement on YouTube

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

1. Configure third-party measurement for your advertiser:
   1. Open your advertiser in Display & Video 360.
   2. In the left menu, click the Advertiser Settings drop down, then click Basic details.
   3. In the “Basic details” section, click the Additional settings drop down.
   4. In the "Third-party services" section, click the pencil icon to edit.
   5. Select the desired measurement vendors and enter the vendor client ID for each.
   6. (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.
   7. Click Apply.
2. Enable third-party measurement for individual YouTube & partner line items:
   1. Go to Campaigns and select your campaign.
   2. Click the Line items tab and select a line item.
   3. Under the "Line item details" tab, click the Additional settings drop down.
   4. 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.
   5. Click Save.

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.
  • Note: VCID updates will not affect existing line items unless those line items are edited. In order for the VCID updates to apply, you must edit individual line items by clearing the third-party measurement settings at the line item level. You should then save these changes and reselect the third-party vendors.
• 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 via offline negotiations must be configured by your account manager. Reach out to your account manager for more details. Third-party measurement for YouTube Programmatic Guaranteed via instant 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, and Demand Gen line items. Reach out to your measurement partner contact for more information.
• Not all third-party measurement vendors are supported for all YouTube ad formats.