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

  1. comScore
  2. DoubleVerify
  3. IAS
  4. MOAT
  5. Nielsen
  6. Google
  7. Research Now
  8. Kantar

Measurement partners of Facebook

  1. Acxiom
  2. Analytic Edge
  3. Analytic Partners
  4. Adways Inc.
  5. Accenture
  6. Adjust
  7. AppsFlyer
  8. Branch
  9. Brightblue Consulting
  10. CyberZ
  11. comScore
  12. Conento
  13. Datalicious
  14. DoubleVerify
  15. dunnhumby
  16. Ekimetrics
  17. Epsilon
  18. GfK
  19. Integral Ad Science
  20. Ipsos MMA
  21. Kantar Millward Brown
  22. Kantar Worldpanel
  23. Kochava
  24. Meetrics
  25. Moat (Oracle Data Cloud)
  26. Nepa
  27. Nielsen
  28. Nielsen Catalina Solutions
  29. Neustar MarketShare
  30. OpenSlate
  31. Quantium
  32. Localytics
  33. Visual IQ, A Nielsen Company
  34. Rainman Consulting
  35. 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.