The DoubleClick ID brings together data from Google’s various ad- and consumer-facing products around a unique user ID associated with the DoubleClick cookie, Ad Exchanger explained. Buyers have been able to use data transfer to pull log files of impressions served via the DoubleClick Campaign Manager and measure them against impressions served from other ad servers across the web.
“Walled gardens are continuing to raise their walls – not just Google and Facebook, but also Oath, Amazon and others – and leveraging privacy concerns as pretext,” Victor Wong, chief executive officer of Thunder Experience Cloud, told MarTech Today.
“These media sellers are also now further pushing their own measurement and attribution solutions in a bid to grade their own homework and prevent cross-platform comparison,” he said.
Anthony Iacovone, co-founder and CEO of Barometric, pointed out that many advertisers rely on these IDs to optimize, target and attribute their media.
“The removal of this ID will set back many methods currently in place to accomplish these things,” he said. “There are alternatives of course, but this will require many agencies and brands to standardize on other graph IDs that allow measurement of multiple media sources.”
Bigger brands are less likely to feel the effects, according to Brian Baumgart, co-founder and CEO of attribution provider Conversion Logic, since they are able to pay for alternative data and analytics service and are in any case less reliant solely on Google.
Further, “[attribution vendors have] an opportunity to go out and show how advertisers can untether themselves,” he added.
Sourced from MarTech Today, Ad Exchanger; additional content by WARC staff