Google To Stop Providing DoubleClick IDs To Advertisers

May 11, 2018

In a fairly low key announcement this week, Google announced it would no longer be providing DoubleClick IDs from its ad server (DCM) and DSP (DBM).

Given the current industry focus on GDPR compliance, it’s not hugely surprising that Google would take this approach. Arguably, sharing data at this granular user level is exactly what politicians are hoping to stop with the legislation, even if the data is anonymous. The Facebook/Cambridge Analytica story has also ignited a public debate round how trustworthy tech giants are with our personal data, and this is an obvious ‘no-brainer’ decision for Google to make to avoid being tarnishing with the same brush.

So far, so public spirited, but there is a counter argument that would suggest this benefits Google in many ways and further increases the dependency of the advertising ecosystem on their technology. Without this user level data, Independent Attribution providers that relied on exported DCM files as the basis of their modelling will be faced with a deepening dilemma; lose the inputs to their modelling, develop their own tracking or adopt Google’s solution.

Without a different interpretation of the path to purchase by these providers, the industry becomes ever more reliant on Google’s version of the ‘truth’, as interpreted by their own algorithms and reports. While I’m sure they are very diligent in marking their own homework, the sceptic in me would like to double check the scoring.

Thankfully, R.O.EYE made the decision two years ago to develop our own tracking platform that doesn’t rely on Google’s User ID, instead we’ve always generated our own anonymous ID. The platform, known as ‘SingleView’ captures all the customer interactions on the path to purchase, in granular unvarnished form. This allows us to analyse these journey paths without the potential bias introduced by the source and apply our own open modelling rules.

Tim Hall – Head of Insight