Google to remove third-party pixels from YouTube, starting on June 2020

Google this month announced the deadline to remove all third party pixels from YouTube. Starting on June 1, 2020, all YouTube campaigns must have enabled Ads Data Hub linking to be eligible for third-party measurement. Google says that any campaign that doesn’t enable Ads Data Hub linking is subject to disruptions in third-party measurement after this date.

Google worked with Nielsen, Comscore, Oracle Moat, DoubleVerify, Dynata, Kantar, and Integral Ad Science to be activated via Ads Data Hub, an API that provides aggregated information, without exposure YouTube users to third party vendors.

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

Here the deadlines:

• March 15, 2020: Advertisers must traffic pixels and enable Ads Data Hub linking for all new campaigns that use third-party measurement. Campaigns that don’t enable Ads Data Hub reporting will be rejected.
• May 15, 2020: Google will no longer accept pixels on new campaigns. Going forward, Google 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.