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Apr 15, 2019

Being Google Friendy: Why the collaboration needs to exist in the future digital ecosystem?

Google has blocked off the campaign data which is available to advertisers and the inventory if they want to buy. Unfortunately, it severely restricted advertisers to reach successful campaigns on targeted consumers.

It is started with the decision to block DoubleClick ID usage when transferring data between services which led advertisers to get in trouble. From now on it is not available to connect data between campaign insights held in DoubleClickBid Manager (DBM) and the Campaign Manager (DCM) or the Google Exchange, which gives the behavioural data from other providers such as Adobe Analytics. These data have a significant meaning for advertisers to reach their audience in the most economical and efficient way. Since Google cancelled this data flow it became harder to deliver the message to the real targeted customer. 

Personalized / Non- Personalized Data

Google also brought some limitations on purchasing that make things more complicated than ever. Advertisers who use independent tools of any capacity, such as testing ad fraud or analysing the performance of a campaign, now can only purchase “personalized” inventory of ads for users who have to give their consent to use data.

However, non-personalized ads, usually publisher content, based on the non-personal data such as browser features or time of day, is offered to new customers, but if the advertisers want to have an unbiased media presentation or monitoring and reporting, non-personalized data is not an option.

The new regulations, that came with the GDPR, are protecting user privacy rights from data stitching and unauthorised targeting. Nevertheless, the IAB’s delay in joining the Transparency and Consent Framework is open to advertisers and allow them to see the campaign success whether it is blocked or not as a direct result of these temporary checks.

Now advertisers have to choose a right way: Do they priorities their scale by sticking with Google, which claims over 80% of global ad spend alongside the Facebook or do they enter an independent but less certain advertising environment?

Today, the industry trusts Google that a potential of collaboration was not sought between other suppliers. However, if advertising technology companies are willing to open doors to their own gardens and join their forces to fill data and inventory gaps left by Google’s policies, they can offer, measure and optimize campaigns in a transparent and compliant manner.

When capabilities and insight unified it allows vendors to offer brand marketers a viable alternative to Google that has complete digital advertising suites encompass various facilities such as ad buying, verification, measurement, and optimisation all of the entirely independent and transparent basic features.

Need to start building a more open ecosystem is urgent where advertisers have greater ranges of choice.