Google this month announced that parallel tracking will become mandatory for video campaigns in Google Ads. According to Google, the last day to run video campaigns without parallel tracking will be March 31st, 2020.
Google introduced parallel tracking on Google Ads last year. Parallel tracking makes users browse the landing page faster as users are headed immediately to the landing page after clicking the ad while their browser processes click measurement requests in the background.
Nicky Rettke, Product Management Director, Google Video Ads, wrote that advertisers working with a click measurement provider should reach out to them as soon as possible to ensure that there’s no disruption to the click measurement system.
Search, Shopping, and Display campaigns on Google Ads already have parallel tracking mandatory since last year. In July, last year, Bing also announced that is testing parallel tracking.