Walled Gardens: Facebook vs. Youtube in third-party measurement
Facebook, known to be a walled garden, is now more open to third-party measurement than YouTube. While Facebook allows 35 companies to do an independent measurement of the ads and audiences, YouTube is only allowing third-party measurement from 6 companies (Google included) since May 21, 2018.
Third-party measurement is used by advertisers to do
- Audience Measurement
- Audience Verification
- Brand Measurement
- Lift Measurement
- Marketing Mix Modeling
- Attribution
Measurement partners of YouTube
- comScore
- DoubleVerify
- IAS
- MOAT
- Nielsen
- Research Now
- Kantar
Measurement partners of Facebook
- Acxiom
- Analytic Edge
- Analytic Partners
- Adways Inc.
- Accenture
- Adjust
- AppsFlyer
- Branch
- Brightblue Consulting
- CyberZ
- comScore
- Conento
- Datalicious
- DoubleVerify
- dunnhumby
- Ekimetrics
- Epsilon
- GfK
- Integral Ad Science
- Ipsos MMA
- Kantar Millward Brown
- Kantar Worldpanel
- Kochava
- Meetrics
- Moat (Oracle Data Cloud)
- Nepa
- Nielsen
- Nielsen Catalina Solutions
- Neustar MarketShare
- OpenSlate
- Quantium
- Localytics
- Visual IQ, A Nielsen Company
- Rainman Consulting
- Singular
In January 2017, Facebook opened their ad network to ComScore and Integral Ad Science, with the purpose of allowing advertisers to do third-party measurement of their ads. Since 2017, the number of measurement companies allowed on Facebook grew to 35, enabling advertisers to choose the best solution for independent measurement. On YouTube (Google) the openness for third-party measurement evolution has been the opposite with a cut in May, this year, at the same time as GDPR entered in effect.
In June, this year, Google announced new measurement partners saying that 20 verified partners will be able to do the measurement on Google Products, but 4 months after, the announcement is not a reality.