In response to the General Data Privacy Regulation (GDPR), YouTube is limiting third-party data and tracking capabilities as part of an ongoing effort to protect user privacy.
As such, YouTube announced that as of May 21, 2018, they will be removing 3rd party tracking tags from all YouTube campaigns for a majority of vendors. This means that as of May 21, 2018, Resonate clients will no longer be able to place a Resonate tag in an impression or video complete in a YouTube campaign. Even if vendors are GDPR compliant, like Resonate, YouTube is taking stringent precautions globally by narrowing their vendor list to ensure full regulatory compliance. You may have already heard from your YouTube Account Team regarding removal of tags in your campaigns.
Currently, YouTube will continue to support tracking tags from Nielsen, comScore, IAS, DoubleVerify, MOAT, and DCM.
In addition, YouTube has removed the option to target 3rd party DMP-based audiences within Google Display & Video 360’s (formally known as DBM) TrueView YouTube offering.
DV360’s TrueView offers their own means of targeting which includes:
- Keyword Targeting – enter a list of keywords and create Google affinity audiences
Retargeting – retarget users who visit a webpage, landing page, or interact with an ad
Customer Email File – YouTube advertisers can still directly upload an email file for targeting within YouTube
Voter Propensity Audiences – these are currently available in AdWords and will be available in DBM TrueView at the end of Q2 2018
Basic Demographic Data – Age Range, Household Income, & Parental Status
If you use Google Ads (formally known as Google Adwords) to purchase YouTube inventory, you can still leverage Resonate’s targeting via LiveRamp. Your Google Ads account must be whitelisted for LiveRamp data in order for this solution to work. Please reach out to your Google Customer Support rep for more information on having LiveRamp whitelisted in your Google Ads account.
What this means for Resonate clients:
- You can no longer activate a Resonate audience via LiveRamp into Google Display & Video 360 to target on TrueView inventory.
- You can, however, still use Resonate audiences in YouTube inventory via Google Ads, along with other display and video inventory in Google Ads and Display & Video 360
- For measurement, we offer a solution that allows you to measure engagement that happens outside of a YouTube campaign, such as an ad click to a landing page. Learn More about this solution.