Major brands and global holding companies are preparing for a world without the Google ad ID.A month before GDPR, Google announced that in Europe it would no longer distribute the Google ID, an identifier attached to its ad server log files used to measure campaigns across the web.
Any measurement of Google audiences in Europe – and eventually everywhere – must now run through Ads Data Hub, Google’s cloud-based data warehousing product.
Ad buyers are wrestling with the options: to dive deeper into the Google system by using Ads Data Hub or to try to find alternatives.
What won’t work anymore?
While the Google ID could never target Google audiences directly, brands could extract it to measure campaigns.