The gist: Marketers have to use Google’s identity-based tools when uploading site lists and segments on YouTube.
More information: According to AdExchanger, Google has removed third-party pixels on YouTube.
“To be clear, marketers can still upload their site lists/segments and target those viewers on YouTube. They just have to use Google’s identity-based, not cookie-based, tools, including Google’s Customer Match, to make an audience match via a hashed ID, or the Ads Data Hub to measure. (Google noted it would continue to work with third-party, MRC accredited measurement vendors as it builds out the new solution),” reported AdExchanger.
“At the same time, marketers aren’t allowed to retarget YouTube user lists on third-party sites using AdWords,” the article added.
“Google claims the elimination of third-party cookies and pixels will improve cross-screen measurement on YouTube,” AdExchanger noted.