While choosing an ad server may have been a tactical decision in the past for digital marketers, the decision has now become a very strategic one. As the platform that owns the last mile — connecting audiences, media, and creative — the ad server has become a source of truth to verify and measure the delivery and performance of media and creative. While Google Marketing’s integrated stack offers ease and convenience, it comes at the cost of data transparency, objectivity, and independence. The removal of the Google ID in Europe, soon to be followed in the US, illuminates the dilemma that has been looming for years: Should ease and convenience outweigh transparency and objectivity in this high-stakes game of digital disruption? That is the question each advertiser will have to answer — now sooner than later.
WHAT WE’LL COVER
How Google’s decision to remove transparency will impact your advertising
Options for future-proofing your digital marketing strategy
What we can learn from European advertisers since Google removed IDs in 2018