Google to stop media buyers from using DoubleClick IDs, keeping measurement & attribution within its ‘walled garden’
Marketers say that this move is part of a larger trend by companies like Google to control measurement and attribution metrics.
Google has told media buyers who use its data transfer service that they will no longer be able to use a DoubleClick ID, multiple sources reported in the past week. Marketers use the IDs to pull cross-platform measurement data from Google’s DoubleClick Campaign Manager (DCM).
Google has told its partners that beginning May 25, DoubleClick will no longer populate the encrypted UserID field that stores the DoubleClick cookie ID and mobile device IDs in DCM and DoubleClick Bid Manager (DBM) logs for impressions, clicks and site activities associated with users in the EU.
May 25 is also the deadline for compliance with the General Data Protection Regulation (GDPR), a sweeping set of rules that govern data privacy for members of the European Union.