To Google, or not to Google: Why collaboration is vital for the future digital ecosystem

Opinion In a double clampdown, Google has capped the campaign data available to advertisers and the inventory they can buy thereby severely restricting their flexibility to deliver successful campaigns to consumers. Its decision to block use of the DoubleClick ID when transferring data between services has left advertisers in the dark unable to connect the dots between campaign insights held in DoubleClick Bid Manager (DBM), Campaign Manager (DCM) or the Google Exchange, with behavioural data from other ad tech providers such as Adobe Analytics. Without this data, understanding which audiences to buy so that messages reach the most economically productive users has become a guessing game.