THE LOSS OF DOUBLECLICK ID’S SHAKES UP THE DIGITAL ECOSYSTEM

Google created quite a stir recently after announcing that it would eliminate DoubleClick ID’s across its products. Making this decision in response to the EU’s adoption of GDPR, it will now be much more difficult for advertisers and those in the media space to develop nuanced views of a user’s performance across platforms.

In the past, DoubleClick ID’s have been used across Google products as a way to bring together both measurement and analytics by allowing advertisers to attribute both media delivery and site action to a single user. This information could also be used in conjunction with third parties for both verification and delivery, as the ID’s could be exported and the data combined and deduped between the parties involved. This critical piece of functionality makes the loss of the identifier more than just a heightened response to privacy concerns.

Google itself has unsurprisingly used this change as an opportunity to push Google Data Hub as a one-stop solution for advertisers who still want to combine all of their data. With advertisers unable to bring cross-platform data together with third parties, it means they have to make a choice between further entrenching their tech stack in Google’s walled garden, or taking a completely different route to measuring and verifying their data. While the digital advertising ecosystem certainly has a vast amount of options in all of these categories, breaking from Google will be no easy decision, given the scope of its data supply and mass adoption of its products. Not to mention that the advent of Google Data Hub has been met with skepticism from parts of the industry, with advertisers wary of just how much trust they’re being asked to give the digital giant. Without DoubleClick ID’s, independent verification of Google Data will be nearly impossible, leaving some to wonder if allowing Google to judge the integrity of their own data sets a troubling precedent.

Privacy has taken center stage and as industry leaders continue to make decisions that affect the entire ecosystem, advertisers will be put to the test when it comes to delivering the type of insight that brands have come to expect.

Client Effect:

Providing data linked to specific users via DoubleClick ID to third-party measurement companies is no longer an option. As such, cross-platform attribution at a granular level will now be more difficult. In addition to that, Google has eliminated third-party tracking on YouTube altogether after May 25th. There is talk among some of the larger players in this section of the market about creating a similar ID that could be used outside of Google, but how and when that comes to fruition will remain to be seen.

Key Takeaways:

1. Broken Connections – Without DoubleClick ID’s it will be much more difficult for advertisers to combine data from Google and third-parties, which will have a large effect on analytics.
2. “Grading their own homework” – Google Data Hub will still allow advertisers to combine data from Google products, but many are skeptical of letting Google be their own judge and jury as independent verification will now be very difficult.
3. Privacy and Global Effects – With GDPR now in place in the EU, privacy and new legislation should continue to be top of mind for advertisers.