This is big news! Google has announced that it is shutting off access to third-party ad serving and pixel tracking for YouTube.
According to the announcement, this will take effect across Europe in May (ahead of the May 25 deadline for GDPR changes) and may even roll out globally after that.
All advertisers that host video outside of DoubleClick Campaign Manager (DCM) have been told that they must “re-traffic their ads” before May 21, 2018.
So why is this so controversial? Well, essentially it comes down to perceived motive. Although Google has stated that the changes are due to GDPR (and the deadline certainly backs that claim), a lot of pundits are worried that Google is then forcing all users to use their native ad tech (Google own both YouTube AND DCM). Whether it is their intention or not, they are going to gain from the changes.
Further to this, YouTube will also be greatly limiting third-party pixel tracking as well.