Google announces a deadline to remove all third party pixels from YouTube.

Brian Blondy, March 22, 2020

Set to begin on June 1, 2020, all YouTube campaigns are required to have the Ads Data Hub enabled to be eligible for third-party measurement.

Any campaign that is not enabled with the Ads Data Hub is subject to data disruptions of third-party measurement tools after this date.

To create the change, Google has worked with Nielsen, Comscore, Oracle Moat, DoubleVerify, Dynata, Kantar, and Integral Ad Science to be be active participants in the Ads Data Hub via an API which provides aggregated information without exposing YouTube users to third party vendors.

The measurement vendors, like DoubleVerify, will use Ads Data Hub for reporting on YouTube campaigns via their internal dashboards.

Deadlines to Remember:

  • March 15, 2020: Advertisers must begin trafficking pixels and enable the Ads Data Hub for all new campaigns that use third-party measurement. Campaigns that do not connect the Ads Data Hub reporting will henceforth be rejected.
  • May 15, 2020: Google will no longer accept pixels on new campaigns and will only accept third party measurement from Ads Data Hub requests.
  • June 1, 2020: All campaigns must enable Ads Data Hub linking to be eligible for third-party measurement.