Google’s announcement that its “data-driven attribution” – that its machine-learning-driven attribution modeling will be the default attribution method in Google Ads – took many by surprise.
But Google’s move is right in line with a current industry trend – one that Google itself actually solidified with its planned deprecation of third-party cookies.
Ad tech has been caught in a tug-of-war between the data minimization ethos of the current privacy-centric era and what you might call the data maximization and hyper-optimization principles that have long been the promise of digital advertising. The resolution, perhaps counterintuitively, lies in AI and machine learning.
