AdExchanger reports media agencies are embracing Ads Data Hub, despite the implications for independent measurement. ADH — Google’s answer to privacy-safe attribution — supplies a “clean room” environment for agencies to use existing modeling capabilities within Google’s walled garden. None of Google’s data can be ported out, which allows buyers to access more data from Google for attribution and measurement. After the EU General Data Protection Regulation went into effect, Google ended independent attribution program DoubleClick ID in the EU and has pledged to end it in the U.S. ADH is the workaround for agencies, but the compromise falls short for some advertisers. “ADH doesn’t actually solve for the underlying problem — to understand the entire media plan,” U.K. GroupM Chief Data Officer Richard Lloyd said. “The vast majority of use cases we’re trying to solve for in ADH today aren’t solvable.”
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