Published June 2017
by Kelly Liyakasa, AdExchanger
Google’s YouTube measurement system, Ads Data Hub, now works with media bought through DoubleClick and the Google Display Network (GDN).
Ads Data Hub is designed to provide insights into ad spend and campaign performance across Google properties while respecting user privacy.
It is meant to solve inconsistencies in measurement that have emerged (especially in mobile) due to fragmentation in the larger ecosystem, said Geoff Samek, senior product manager for ads data and privacy at Google.
Google doesn’t claim Ads Data Hub represents its move to “people-based marketing,” popularized by Facebook, but agency sources see parallels between the two offerings.
Ads Data Hub runs on Google’s analytics data warehouse, BigQuery, which keeps data secure while preventing advertisers and tech vendors from extracting user-level data.
Here’s the thrust of it: Advertisers can push their own first- or third-party data sets into Google's BigQuery database to commingle with post-campaign data associated with various user IDs, including login data from users who have opted in.
Read the full article on AdExchanger.