Marketers are bracing themselves for a reduction in targeting data and reach as a result of the IAB Europe's TCF being unlawful to use to gather the consent needed to facilitate real-time bidding on impressions.
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Publishers love to disagree, but almost all of them will say they have an uneasy relationship with Google.
They can’t fully trust a business that they say isn’t completely upfront about how it makes money from their audiences. But few publishers are brave enough to act on those concerns, not when they’re so dependent on Google for ad revenue. Every so often, though, a publisher will feel they have no choice but to make a move.
Ekstra Bladet, Denmark’s biggest news site with 500 million page views per month, reached this pinch point three weeks ago. The publisher said goodbye to Google Analytics in favor of a homegrown alternative called Longboat and hasn’t looked back. And while it’s too early to call the switch an outright success, there’s always an upside to having more influence over data, especially for publishers.