GDPR, Google & Implications for Attribution Modeling

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Sequent Partners recently looked at the implications of Google changing its policy and no longer providing IDs with log files from DoubleClick or DoubleClick Bid Manager.  This is big news – and they’ve eliminated 3rd-party tracking tags from YouTube altogether, making MTA attribution across platforms difficult.  C3 Metrics was one measurement company ready when Google made its big changes. With their help, we created a standard attribution scenario and showed what happened if  Google Attribution 360 modeled the cross-platform schedule – and what happened if an independent company did so.  Since Google only has visibility into its properties, the impact on their ROAS is very significant. Download the paper here.  GDPR AT Final – SP 6.1