Measuring Up: Privacy & Attribution
Ad Tech Insights
In Google We Trust? GAM Addresses Compliance
The story: On May 2nd, the official Google Ad Manger LinkedIn account posted:
Before we unpack GAM’s announcement, it’s first important to note that up to 17 states already have enforceable privacy laws or are pending legislation. The two main approaches to compliance that have emerged include 1) implementing a compliance program on a state-by-state basis, or 2) taking a national approach by applying the strictest guidelines, like California’s statutes, across all jurisdictions, in a kind of blanket-compliance.
Google’s LinkedIn post advocates for Option 2, the national approach, and a Google endorsement carries weight. This could have the potential to influence widespread adoption within the ad tech industry, making this development crucial for those in ad tech to monitor over time.
The takeaway: A national approach could indeed simplify compliance processes across states, and Google's advocacy could set a precedent for standardizing privacy practices. However, the timeline for widespread adoption remains uncertain. This article by AdExchanger’s Allison Schiff reminds us of Google’s 2018 promise to integrate the Transparency and Consent Framework into its CMP -- something which took two years of delays before finally going into effect two years later.
Extra Industry Insights
- CVS Media Exchange (CMX) becomes a RMN contender by prioritizing measurement and attribution capabilities that align with Interactive Advertising Bureau and Media Rating Council standards for retail media measurement.
- CMX VP & General Manager Parbinder Dhariwal confirmed CMX plans to launch partnerships within the social space, similar to CMX’s previous LiveRamp data clean room offering, rolled out by Pinterest.
- Although linear TV still commands the largest investments from advertisers, it’s swiftly losing ground to CTV, as CTV’s targeting and measurement capabilities have outpaced that of linear TV, offering greater transparency and speed.
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