Third-party measurement on YouTube


Google does not accept 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'll need to enable measurement within the buying door. Failure to do so is subject to disruptions to third-party measurement.

Before you begin

To enable third-party measurement in YouTube for Google Ads auction and DV360, make sure that you setup:

  1. One-time account configuration: File a ticket to Google support with a list of third-party measurement partners to configure at the account level with the corresponding vendor client IDs.
    1. Optional: Request on-by-default enablement for a measurement partner to automatically be selected for measurement during campaign construction. This feature is only available in Google Ads and DV360 for Viewability, Brand Safety, and Reach measurements only. Please 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 DV360, while Google Ads support will only provide enablement services for bulk campaigns (15+ total campaigns). This step must be done to enable third-party measurement.
    1. 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. Please 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 Nielsen, Comscore, IAS, MOAT, DoubleVerify, Dynata, Zefr, Kantar, Video Research and Intage Inc.*

*Note that Intage Inc. is currently only available on Google ads, DV360, and BART (YT Reserve)

Google Ads

1. Request third-party measurement account configuration for Google Ads

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 and optional on-by-default instructions so that a representative can configure third-party measurement vendors on your account.

Google Ads support needs 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.

To request third-party management configuration:

  1. Download the "Third-party measurement for Video campaigns" template.
  2. Enter the requested details for each measurement type.
  3. Save the file.
  4. Fill out the support form. Be sure to select Video / Audio Campaign for “Campaign Type", then Account-level 3P measurement vendor configuration in the service menu beneath the "Trafficking/mapping instructions".
  5. Attach the template and submit the request.
  6. Optional: For 3P Viewability, 3P Brand Safety, and some 3P Reach partners, you can request on-by-default enablement to Google Support in this step by checking the box within the downloadable template.
    1. Please ensure you have client approval & vendor alignment to enable on-by-default as support will request this confirmation from you.

2. Campaign enablement

You must self enable each campaign and input the vendor reporting ID (if applicable). Google Support will only bulk enable 15+ total campaigns.

Follow self enablement instructions in Google Ads below:

  1. Sign in to your Google Ads account.
  2. From the page menu on the left, click Settings and then select Campaign settings from the dropdown below.
  3. In the table, click the campaign that you'd like to enable.
  4. On the "Settings" page, click Additional settings.
  5. Expand the “Third-party measurement” panel.
  6. Select Add vendor. If you can't find the measurement type from your preferred vendor, 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. 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.
  9. To add more measurement types, select Add vendor. If you need to remove a vendor, select the X next to each vendor.
  10. Click Save.

Follow the instructions to request third-party measurement implementation assistance from support for 15+ campaigns only.

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

1. Request third-party measurement account configuration for Display & Video 360

Contact support directly through the chat with your vendor client ID, and add optional on-by-default instructions to enable this feature for your advertiser. Note that you'll need a DV360 account access in order to do this.

Provide the vendor client ID for each measurement type for each vendor you’d like to enable. The third-party partner can provide you with the vendor client ID.

2. Campaign enablement

You can verify the vendor client ID in Display & Video 360:

  1. Go to Advertiser settings > Basic details > Additional settings > Third-party measurement services > YouTube measurement vendors.
  2. Select a vendor to view the vendor client ID.

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

  1. Navigate to Line item details > Additional settings > Third-party vendors.
  2. Select a vendor for viewability, brand safety, brand lift, or reach. You can also add the optional reporting ID.

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.

YouTube Reserve campaigns (for example, YouTube Select)

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.

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.

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