Google made significant changes in the data it would make available to advertisers in compliance with the General Data Protection Regulation (GDPR). The restrictions were placed on media buyers using its data transfer service and DoubleClick ID, mainly on YouTube.
Jeff Greenfield, chief executive officer at C3 Metrics, discovered last summer that the C3 tracking tags Google approved to run on YouTube were being phased out due to GDPR -- not just C3’s tags, but all companies, globally.
“Google wants us to be able to do our job, but we need to do it without running tags,” he said. “Every week we have a standing call with them that our CTO joins, along with our chief developer.” C3’s budget to comply with Google’s certification sits at close to $2 million, Greenfield admits -- basically because it’s an ongoing project. “You can see some of the grumblings from the agencies and holding companies, because I think people just didn’t believe it would happen, which shocks me,” he said.
A white paper published recently by Sequent Partners highlights the changes Google made ranging from the inability to track digital purchases, view scheduled reach and frequencies, and frequency capping, to making it more difficult to do schedule optimization, according to Alice Sylvester, partner at Sequent Partners, a consulting agency.
“The walled garden got a little thicker,” she said, referring to data and some companies even view the changes as a threat to their business model.