Did Google Just Kill Independent Attribution?
https://adexchanger.com/analytics/did-google-just-kill-independent-attribution/
Just as dealers will accept them eventually...
Winners And Losers
So, who wins and who loses?
Obviously, the hardest hit are non-Google MTA providers, including solution vendors and consultants.
Not all MTA vendors have a tag they deploy to create their own ID. Those that do are the larger and longer-established platforms such as Nielsen (Visual IQ), Neustar (MarketShare) and Flashtalking (Encore). Others that relied on log files face a difficult path. And still others, such as Oath’s Convertro, just gave up the stand-alone battle.
To survive, independent MTA vendors will have to focus on their omnichannel models, pairing MTA and MMM for a holistic view of online and offline media. They will need wide reach through their own data collection. And they will in effect need a unique user ID that is able to deduplicate across many data sources and devices. This requires a roster of partnerships, including cross-device data vendors, that themselves face challenges.
Also affected are agency analytics teams and MTA consultants. Without log files to analyze, they’re reduced to the less lucrative role of report jockeys. Being smart, some will refine their expertise to focus on ADH, and some will switch to different problems. But some jobs will change.
Beyond MTA, any provider that used DIDs somewhere in their workflow is affected. These include onboarders, marketing analytics and location data providers, and others.
And what about Alphabet/Google? It’s a massive media company that earns $1 in every $3 spent around the world on digital ads. Ad serving is a minuscule part of its business. Losing a few clients, even large ones, won’t have any impact on Alphabet’s life so long as they continue buying paid search and video ads. Which they will.
And what about consumers? Privacy is important and GDPR is real. Many Google partners publicly applaud this move while privately asking questions. For example:
- Since the DID is anonymous and can’t be used for ad targeting, how does stripping it out protect privacy?
- How does more accurate campaign measurement hurt consumers?
- Why does every move Google makes in the name of privacy — such as removing keywords from referring URLs — help its business?
I’m not a lawyer and can’t comment, but I appreciate the questions.
Google is challenging marketers to scramble around it or accept its terms. In the end, most marketers will write down pros/cons, take a deep breath, and say, “OK, Google.”
