Ruth Kirschner, director of platform sales for Google/DoubleClick, reinforced that point when she told AdExchanger “there are a lot of other providers out there tackling the marriage of data and a single view of the customer,” but what separates Google’s service is “the integration with our stack.”
By contrast, Facebook’s head of Atlas, Erik Johnson, said providing more attribution-level insights in its reporting is “where we’re headed,” but “we want to foster choice.”
Johnson expressed concern over forcing partners, many of whom are engaged with their own third-party attribution providers, to work with Facebook’s own attribution service, or to make budgeting decisions on behalf of advertisers already spending on the platform, which is a common contention with Adometry.
According to Lee, Google and Facebook’s dominance as advertising vehicles “provides cover” for third-party data and measurement restrictions that the market is likely to phase out in time.
With the world’s three most popular websites (Google, Facebook and YouTube) and the world’s most popular apps (all 12 apps that have crossed the 1 billion download threshold in the Play Store come from either Google or Facebook), Lee said he doesn’t anticipate change until one or the other feels someone “nipping at their heels.”
Lee said the scales could eventually tip, making it worthwhile for Facebook to allow marketers to use its custom audiences as a kind of CRM that can be applied to campaigns across open exchanges.
“Between Facebook and Google,” he said, “at some point I have to think that will be a competitive advantage.”