Google Introduces Ads Data Hub For Cross-Device Campaign Reporting

Google AdWords

With the many devices available in the modern days of the web, people can find, watch, or buy anything at anytime.

Google initially created the ad measurement to analyze YouTube campaigns, but on May 24th, 2017, the company includes data from the Google Display Network and DoubleClick. It's called Ads Data Hub. What it does, is giving detailed but anonymized, cross-device impression-level insights from advertisers' campaigns across screens.

And with Ads Data Hub released in beta, Google is expanding to those who can use it.

Ads Data Hub is built using Google's Cloud infrastructure, including BigQuery. It's meant to give advertisers the preferred measurement they want down to the details. Data from other sources, such as a CRM system, DMP or other marketing databases can also be incorporated into the system.

Regarding privacy, Google is committed to it. Marketers cannot extract any of the impression-level data from Ads Data Hub, due to privacy reasons. However, advertisers can give third-party measurement vendors including comScore, DoubleVerify, Integral Ad Science, Moat and Nielsen access to the system. But still, those vendors must rely on Google's own data for measurement.

"Consistent with our commitment to privacy, no user-level data can be removed from the secure Cloud environment. Impression-level data is only accessible for the purposes of analysis and generating insights. In the future, advertisers will be able to act on the insights they get from Ads Data Hub and buy media with greater precision."
Google AdWords

With the steady shift from desktop to mobile, consumer behavior has changed. To target those people on the go, the industry is relying on users and their device IDs for tracking and reporting. But with various platforms and distributions of devices, marketers need tools to help them meet those people's demands.

Ads Data Hub is Google's answer. It's designed to help advertisers measure the value of their campaigns as ads are distributed over an ever-expanding number of devices.

Published: 
24/05/2017