Will Google Own Retargeting on Its Network?
Google may be positioning itself to both sell its Google Display Network ads to marketers and be the only entity that can tell those marketers how well the ads are performing. In the meantime, the vendors that now fill that measurement space in the data management platform (DMP) industry, such as Oracle Data Cloud, may be pushed out by Google's new rules within three months. Digiday talked to marketers and agency representatives who are very worried that a Google monopoly would be biased about its ad effectiveness reporting.
For its part, Google says it just wants to protect its users from any possible third-party "leakage" of user data, in which the vendor collects audience data from one website and employs it for ads aimed at the same users on other sites—while not benefitting the original site, John McDermott writes for Digiday on Monday. Plus, the pixel firing can slow down users' Web browsers.
Then there's speculation that this push is due to Facebook recently closing the same loop by buying Atlas, which can fire pixels on the Google Display Network, according to Digiday.
"At the end of March, Google will start enforcing a pre-existing policy that will prohibit certain DMPs from firing tracking pixels on [the] Google Display Network," writes McDermott, "unless those DMPs also own the demand-side platform (DSP) executing the transaction."
The pre-existing policy, listed in Google's requirements for third-party ad serving under "data collection" contains a sentence that concerns marketing vendors the most.
"Collecting impression-level data via cookies or other mechanisms for purposes of subsequent re-targeting, interest category categorization or syndication to other parties on Google Display Network inventory is prohibited," Google says.
McDermott says if the vendor provides demand-side platform (DSP) and DMP capabilities, as Turn does, they won't be affected by the policy change, McDermott says. AdExchanger found a snag, though.