Google last week announced to advertisers that is changing the DoubleClick data transfer features, removing personally identifiable information (PII), like user ids and ip addresses, starting on May 25th, to align with GDPR.
Google will stop populating the encrypted UserID and PartnerID fields in data transfer for impressions served on YouTube inventory globally and recorded in DoubleClick Campaign Manager and DoubleClick Bid Manager.
Google will stop populating encrypted UserID and PartnerID fields in data transfer for events associated with EEA users recorded in DoubleClick Campaign Manager (DCM) and DoubleClick Bid Manager (DBM). Google intend to apply these changes globally, and will announce timing for non-EEA countries later this year.
Google will remove encrypted cookie IDs, IP addresses and user list names (if used) from the data transfer file for all global bid requests to Doubleclick Ad Exchange buyers.
According to Google, these changes can be disruptive to advertisers and publishers, since ad reporting is an important part of the digital ecosystem, providing efficiency for agencies and marketers.
Google said is “investing heavily in the expansion of Ads Data Hub and providing alternative solutions and services for many key use cases such as custom attribution, audience management, media optimisation, and offline-to-online.”