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Investing In The Next Generation Of Measurement On YouTube

Ad reporting and measurement is an important part of getting digital advertising right. We invest a lot to help our advertisers understand the value of running ads on services like YouTube. 

Advertisers use different tools to understand the effectiveness of their ad campaigns. One type, called pixels, has played an important role across the web for over a decade, but was built for a world of single screens, not for the ways many people watch YouTube today. While more than 70 percent of time spent watching YouTube globally occurs on mobile devices, pixels can’t report on the effectiveness of ads that appear in mobile apps. And many third-party pixels lack the privacy controls and user protections of newer technology. That’s why, for the past several years, we’ve been taking action to limit the pixels we allow on YouTube while investing in a cloud-based measurement solution called Ads Data Hub that allows our advertisers to understand the effectiveness of their ads in a secure, privacy-safe environment. 

Over the last year, we’ve been working with key measurement companies including Nielsen, Comscore, DoubleVerify, Dynata, Kantar and Integral Ad Science to migrate their services to Ads Data Hub. Once the migrations are complete early next year, we will stop allowing third-party pixels on YouTube.

Unlike pixel-based measurement, Ads Data Hub allows advertisers to understand how their advertising is performing across screens, including mobile apps, through aggregated insights from Google ad platforms, including YouTube, Google Ads and Display & Video 360. Because Ads Data Hub limits the use of user data, it adds another layer of privacy protection for users while still enabling marketers to measure their YouTube ad campaigns. 

Google Ads: Ads Data Hub

Over the past year, we’ve invested significantly in infrastructure improvements to Ads Data Hub to make it faster, easier to use and more reliable. This has allowed us to dramatically increase the number of advertisers and technology providers we can serve and the use cases supported in Ads Data Hub. Advertisers have run millions of successful queries to date. 

While there is still more work to be done, we think this change will be beneficial to consumers and advertisers. With the migration from pixels to Ads Data Hub, our third-party measurement partners will be able to provide YouTube advertisers with more comprehensive reporting and measurement, using technology that’s built to enhance user privacy.

Source: Official Google Webmasters Blog  

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  1. Ads Data Hub sounds really great. We need something to come in and analyze our current situation so we know where we need to improve. Its been long overdue for a revamp to our marketing campaign and it looks like we are in the right spot to find the info on doing such a thing. Thank you.

    1. Thank you for your comment, Clyde! Ads Data Hub is a powerful tool for analyzing your advertising campaigns and gaining insights into your audience. By connecting your Google Ads data with other first-party data sources, you can get a more complete view of your customer journey and identify areas for improvement in your marketing strategy.

      We’re glad to hear that our website has provided you with valuable information on revamping your marketing campaign. It’s always a good idea to periodically evaluate and adjust your approach to ensure that you’re reaching your target audience effectively and maximizing your return on investment. Best of luck with your marketing efforts, and let us know if you have any further questions or concerns!

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