Kantar's Jane Ostler: Sorrell's wrong, third party data will become more valuable thedrum.com - get the latest breaking news, showbiz & celebrity photos, sport news & rumours, viral videos and top stories from thedrum.com Daily Mail and Mail on Sunday newspapers.
Industry responds as Google confirms it s ditching unique identifiers for digital advertising
Latest step comes as the cookie is phased out
Confirmation of Google’s decision to drop identifiers to track individuals in any shape or form once the iconic cookie is phased out has been met with positive and negative responses from the wider advertising and media ecosystem.
In an announcement overnight, Google confirmed once third-party cookies are removed, it will not build alternate identifiers to track individuals as they browse across the Web, nor will it employ them in its products. Cookies are due to be phased out across Google’s browser products by early 2022.
Google and Kantar improve YouTube ad measurement
February 8, 2021 2:38
Google and Kantar have given marketers access to YouTube ad performance across all devices and platforms.
The announcement:
Kantar has announced its migration to Ads Data Hub, Google’s cloud-based solution that enables customised analysis of YouTube ad campaigns while protecting user privacy. Kantar’s Project Moonshot is the advertising industry’s most advanced independent platform for measuring digital advertising effectiveness without the use of cookies.
With immediate effect, advertisers can independently measure ad campaign performance on YouTube, across all devices and platforms, through Kantar’s Brand Lift Insights, the world’s leading ad effectiveness measurement solution, with a normative database of more than 25,000 digital campaigns.
Kantar and Google Launch Independent Brand Lift Measurement of YouTube Ads adgully.com - get the latest breaking news, showbiz & celebrity photos, sport news & rumours, viral videos and top stories from adgully.com Daily Mail and Mail on Sunday newspapers.