Response to Martin Kihn of Gartner’s piece at AdExchanger, Did Google Just Kill Independent Attribution?
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Interesting. Digital advertisers relying on those IDs for MTA sacrificed quality for expedience a long time ago. That cookie and anything relying on its stability is the poster-child for unreliable 3rd party tracking, i.e. bogus measurement and imprecise targeting.
#1: I’m glad you brought up trust which hopefully advertisers are paying attention to now in the post-ANA world. Best approach is also “to verify”.
#2: It is hard to believe that advertisers willingly uploading their data to ADS.
#3: Well-said. Some media agencies may be conflicted about this, while others are moving their clients away from the expedient choice.
#4: It should now become more clear: digital advertisers that chose expedience have lost the competitive advantage. Worse, they have been measuring and targeting with garbage data for years.
My recommendation to clients is to run from reliance on this dirty bird and find point solutions where they can leverage 1st party methods/do quality control and own their own destiny.
Stepping Over Data Dollars to Save Pennies
