Times are changing as desktop use is no longer the big man on the block. Mobile use has taken over the top spot. This means that companies are starting to change how they do some things. For example, Google stated that it will “be limiting the use of cookies and pixels in YouTube starting this year.” Instead, YouTube, owned by Google, will be relying on search related data, along with demographic information, based on the users Google ID that is used to sign into the service.
One example of how this will work is that a user could be shown an ad about hiking boots, based a Google search that the user performed. Then when the user logs into Facebook, the user will be targeted with the same type of ads as they were while signed into their Google account.
Google also announced that they will be collaborating with several third party vendors that provide services which provide cloud based measurement solutions. A few of the vendors involved will be Nielsen, IAS, Moat, and DoubleVerify. From Google, ““With this new solution, advertisers will have access to more detailed insights from their YouTube campaigns across devices, so they can better understand the impact of their campaigns on their highest-value customers. For instance, a car manufacturer could get a rich understanding of how YouTube ads across devices influenced a specific audience (like previous SUV buyers).”
