Google to replace third-party pixel tracking on YouTube with Ads Data Hub

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 17, 2019, 12:07 PM UTC

Through Ads Data Hub, advertisers can understand their campaign performance across screens.

Google has announced that it will disable third-party pixel tracking on YouTube, effective next year. Instead, it will direct marketers to its new Ads Data Hub, which is built to better track modern web activity.

According to Google, “pixels” was built for single-screen tracking and today, 70% of time spent watching YouTube is on mobile devices that pixels cannot report effectively. This limitation has led to difficulties in connecting specific activities to consumer action.

Google says that the Ads Data Hub gives an understanding of how ads perform across screens and apps, through aggregated insights from YouTube, Google Ads and Display & Video 360. It also restricts the use of data as a privacy feature while still enabling marketers to measure their ad campaigns.

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