Advances in privacy for YouTube measurements

In October 2019 Google announced that it would continue to take action to reduce the number of pixels allowed on YouTube and in turn invest in its measurement platform called Ads Data Hub. 

This analytics tool provides 3 main benefits:

• Safety in the use of user information by improving privacy checks and adding Google information to it before this data leaves the ad platform cloud. 
• Because Ad Data Hub is not powered by pixels, it allows advertisers to access metrics and statistics on how their campaigns are performing across all locations, including mobile apps, YouTube, Google Ads, and Display & Video 360. 
• Finally Ad Data Hub is laying the groundwork for more secure measurements on YouTube, allowing advertisers to obtain third-party reports that are compliant with the platform's privacy policies. 

Ads Data Hub Measurement

Ads Data Hub is investing in metrics performance within the platform, which is why it has earned a Media Rating Council (MRC) accreditation for identifying invalid traffic as well as filtered, rendered video ad impressions. and viewable and TrueView views generated via the Ad Data Hub API and UI. 

The accreditation covers computers, web pages and mobile device applications, YouTube and Google Video ad partners on Google, Display & Video 360 and YouTube Reserve. It also includes the processes used to find unique audience identifiers. 

Third party measurement

During the last year Google has worked with different measurement partners to migrate their services to the Ads Data Hub platform. As of today, Oracle's Comscore, DoubleVerify, Dynata, Kantar, Integral Ad Science, Nielsen, and Moat have completed the migration and have switched to reports based on Ads Data Hub. In addition, these measurement partners add to the list of third parties that already provide information on YouTube.

Conclution

Google is looking to create a healthy data collection and measurement ecosystem, with an eye toward user privacy. It is for this reason that it is taking all the precautions including accreditation with the MRC and the migration of all its partners globally, so that advertisers have better reports and statistics, taking care of their new priority, which is the care of the information of the users.