Google has claimed that its ad technology platform Doubleclick contains “formidable” attribution and tracking capabilities compared to rival Facebook’s offering Atlas, as the search giant is now able to offer a larger “graph size” of data given that Android penetration in the market is 80 per cent.
Previously, Facebook Atlas had the upper had on Google Doubleclick; the social network claims it is able to tackle the on-going attribution problem troubling the mobile ad industry because it uses a combination of Facebook and other on-and offline data sources, playing up “people-based marketing” and placing less emphasis on cookies.
To compete with this, Google Doubleclick recently introduced cross-device measurement of conversions, a solution that lets it attribute and track a large base of so-called “deterministic data”, which is more accurate than probabilistic data.
“You may have seen about two weeks ago we released cross device measurement which is a deterministic model of cross device measurement I.E it is based on log in data 100 per cent deterministic so it is accurate rather than precise which is an important distinction to make when you look at probabilistic methodologies,” Google Doubleclick’s head of platform sales, independent agencies, Darragh Daunt told The Drum at Jellyfish’s Digital Journeys conference in Brighton today (16 July).
“Now Facebook is deterministic as well so it’s a question of graph size and we would argue that our graph size across all screens is extremely formidable. If you think about [the fact that] Android penetration is 80 per cent in the market… obviously IOS has a very affluent group of users but if you think of the people that use YouTube and Gmail and Google Now, hopefully, that is a formidable graph.”
The feature is yet to be introduced in Europe – Doubleclick is taking it’s time to introduce it in the market to “ensure that our relationship with the policy makers in Brussels remains harmonious” – which boils down to privacy issues around logged-in audience data.
Daunt also touched on the lack of creative in programmatically served ads, calling it an “after thought” and blamed a disconnect between media buying and creative teams and lack of financial investment.