Google Inc (GOOGL) Is Bringing Cross-Device Measurement In Its Ad War Against Facebook Inc (FB)
Google Inc (NASDAQ:GOOG)(NASDAQ:GOOGL) is taking the fight straight to Facebook Inc (NASDAQ:FB) in the ads business after unveiling a cross-device measurement for DoubleClick advertising platform. The addition makes it possible for marketers to measure the effectiveness of their campaigns especially on mobile where cookies are usually limited.
Why Cross-Device Measurement
Facebook Inc (NASDAQ:FB) has used this feature with success to target ads beyond the social platform through its Atlas ads server. The cross-device measurement is important to advertisers as it enables them to understand the number of people who may have bought an item or visited a website using their desktop by clicking an ad on their smartphones.
Marketers have always used cookies to target consumers with their ads campaigns. However, their efforts have always been limited by the fact that Cookies cannot be viewed on smartphones.
Advertisers on Facebook Inc (NASDAQ:FB) use cross-device measurement to target ads beyond the platform by relying on identifiers such as email addresses or phone numbers. These data is important as it allows advertisers to know whether users exposed to certain digital ads went on to buy a product being marketed.
Cross-Device Measurement Accuracy Concerns
Google Inc (NASDAQ:GOOGL) wants to use the measurement tool to leverage its vast amount of data that it collects from Gmail and YouTube. The measurement platform makes an intelligent guess based on the data at hand. Allowing marketers to know whether someone who came into contact with an ad or clicked on it is the same one who went on to purchase it on another device.
Cross-device Measurement may not be as accurate as it out to be, but it is a step in the right direction in solving the inadequacy of cookies on mobile. Should Google Inc (NASDAQ:GOOGL) be able to prove that mobile ads are more valuable by the use of cross-device measurement, then it should be able to attract more ad spend.
Google Inc (NASDAQ:GOOGL) has also confirmed that DoubleClick will support native ads. The support makes it possible for publishers to develop ads in their own format to be distributed by DoubleClick online.
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