3 Steps to unlock Always On digital measurement for YouTube

Upgrade your campaign measurement

As streaming continues to grow, advertisers are demanding a true cross-platform view of their audiences. In September, YouTube enabled Always On digital measurement with Nielsen. Continuous measurement with Nielsen Digital Ad Ratings (DAR) ensures that every impression on YouTube and YouTube TV is measured to better understand reach, manage frequency and verify audiences across media buys.

As part of their commitment to help media buyers maximize ROI, YouTube is making Always On measurement available to all U.S. advertisers and agencies to better assess and validate campaign performance.

To take advantage of Always On measurement on YouTube using Nielsen DAR, you will need to follow these steps:

  1. Get your vendor client ID (VCID)

This is the same VCID that you or your agency uses for existing DAR campaigns on YouTube (example: nlsnci123).

If you don’t know your VCID, ask your Nielsen client service representative or Agency. Agencies acting on behalf of their advertiser client must use the advertiser’s Nielsen Vendor Client ID.

  1. Contact your Google Account Manager for enablement

Once you have your VCID, reach out to your Google Account Manager to request enablement of DAR Always On. You will need to provide the following information: 

  • Client Name
  • YouTube Account ID(s)
  • Buying Door (Google Ads or DV360)
  • Start Date
  • Nielsen Vendor Client ID (VCID-see step #1)
  1. Request reporting access to your Always On campaigns (via Nielsen)

Reporting will be made available in Nielsen’s MediaView UI, Report Builder, FTP files and API. 

To get reporting access, fill out the Reporting Access Request form.


Having Trouble? Please contact your Nielsen Technical Account Manager directly for support.