Google Stuck Between Privacy, Antitrust With Ad Data Limits
- Internet search giant is sharing less advertising information
- Some industry partners call the moves anticompetitive
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Google is limiting access to key tools that track ad spending, disrupting hundreds of marketers and underscoring the powerful role the search giant plays in the digital advertising industry.
One recent change affects ad-measurement companies -- independent firms that monitor the performance of ads across Google, Facebook, Twitter and elsewhere. Last month, Google cut off those companies from analyzing a popular type of Google ad shown on iPhones and iPads. Instead, the company told advertisers to use its own measurement tools, something marketers have complained about in the past because they would rather trust neutral third parties.