Google recently announced that it will take steps to improve YouTube metrics reporting for its advertisers, while addressing privacy concerns for users. It will rely less on pixel and cookie data to give advertisers an idea of how their video campaigns are faring, and focus on developing better mobile video tracking tools. On the user side, viewers will be able to mute advertisers that track them with irrelevant ads. Google is trying to strike a balance between transparency and control for viewers, and better, highly refined metrics for advertisers.
Why the sudden move away from pixels and cookies?
Google’s blog, Inside AdWords, indicated that 50% of all YouTube video viewing now happens on mobile. Traditional desktop tracking tools don’t provide an accurate overview for mobile based video campaigns because pixels and cookies were not designed for the way users interact with YouTube on mobile. This means measurement can be skewed. Google is developing a new way of measuring viewership to rectify this discrepancy.
How is this a win for advertisers?
In addition to a clearer view of campaign dynamics, it allows advertisers to reach the right audience. The new tool will provide accurate metrics to advertisers across devices. Information from a user’s Google account, such as past searches and Customer Match, can be used to suggest the ads they see on YouTube. In addition to this, Google will also allow advertisers to use their own data to target high value YouTube shoppers.
For viewers, Google will put the control back in their hands by allowing them to mute a particular advertiser across multiple platforms. For example, if a user has purchased a gym membership and is still being tracked with gym promotions, they can mute that advertiser.
According to AdExchanger, the new system will be cloud based with Google collaborating with several Media Rating Council third party vendors. This initiative was recently rolled out to a few select advertisers.