Read on Twitter
1/ @jonathanmendez& #39;s wonderful post omitted the potential role of @GCPcloud and BigQuery in particular. https://twitter.com/jonathanmendez/status/1195383697781989376">https://twitter.com/jonathanm...
2/ Google Tag Manager works well for owned site-side interactions and site analytics, but doesn& #39;t offer much help for off-site paid media exposure (both targeting and measurement) other than loading retargeting pixels (which will all soon be blocked anyway).
3/ So one of the post& #39;s most ambitious statements is only half-fulfilled by Google Tag Manager. What will be the "lifeblood" on the paid media side? Especially in the era of Privacy?
4/ Started wondering today whether one of Google Marketing Platform& #39;s key approaches to managing #privacy will be to deprecate ALL direct I/O with respect to user-level data within the Google paid media environment (e.g., Input = data onboarding; e.g., Output = ad server logs).
5/ Note "within the Google environment." This doesn& #39;t really apply to Google Tag Manager (or GA360 to some extent), which is usually used in Owned environments (e.g., your own website). Also GTM doesn& #39;t need to pass data to Google in order to be useful.
6/ As I noted on @adexchanger last week, trying to solve for the "Opt Ins" is a game of whack-a-mole that is both costly and offers little net upside to the Walled Gardens. Everyone needs THEIR (e.g., Google& #39;s) data and users, not the other way around. https://adexchanger.com/data-driven-thinking/ccpa-means-its-an-opt-out-world-now/">https://adexchanger.com/data-driv...
7/ But...if Google Marketing Platform were indeed to deprecate all direct access to user-level data, what would fill the vacuum? Digital paid media targeting & measurement don& #39;t work very well without some kind of two-way street for data.
8/ Enter data clean rooms like Ads Data Hub. https://mightyhive.com/data-clean-room-slide-deck/">https://mightyhive.com/data-clea...
9/ But ADH isn& #39;t the only application being developed. Google obviously wants to equip developers (and marketers) with tools to work with data in "de-toxified" ways. https://techcrunch.com/2019/09/05/google-launches-an-open-source-version-of-its-differential-privacy-library/">https://techcrunch.com/2019/09/0...
10/ OK, so back to that "lifeblood" question. How do you satisfy Google Marketing Platform& #39;s (presumed) distaste for user data I/O while still allowing some kind of "lifeblood" to flow within paid digital media?
11/ BigQuery and @GCPcloud may be the solve. Together, they can be the & #39;ligua franca& #39; on the paid media side where Google Tag Manager is the & #39;lingua franca& #39; on the site/owned side. ADH is, after all, a custom application built on top of BigQuery. https://developers.google.com/ads-data-hub/guides/intro">https://developers.google.com/ads-data-...
12/ This is where it gets interesting (to me). ADH architecture assumes you have your own Private GCP Cloud environment where your user/1P data lives and Google can NEVER SEE IT. This solves so many privacy problems for Google Marketing Platform! (it also builds adoption for GCP)
13/ And the data interchange (targeting, bidding, measurement, personalization) between your Private GCP Cloud and Google Marketing Platform is all driven by Differential Privacy. https://arxiv.org/abs/1909.01917 ">https://arxiv.org/abs/1909....
14/ And of course there are all sorts of fun things you can do with your data in GCP. It& #39;s a cloud platform. The sky& #39;s the limit on I/O and transforms / queries / applications. As long as you can get into or out of BigQuery, it& #39;s the ultimate extensible playground for your data.
