Will changes in Google's data share policy post GDPR have any impact on Actionable Log Files
Question Detail

I am trying to understand if changes in Google's data share policy post GDPR have any impact on Actionable Log Files.

Adobe Audience Manager: Google Data Transfer Changes in the European Economic Area

Many of our customers work closely with Google and leverage Google data within Audience Manager. Google recently announced changes to their data transfer files that will impact Adobe customers in the European Economic Area (EEA) in the coming weeks.

Google Announcement

On April 27th, Google announced that they will begin redacting UserID and PartnerID fields from all data transfer files for EEA Users, effective May 25, 2018. Audience Manager uses the PartnerID field within the data transfer files of DoubleClick Campaign Manager (DCM) - commonly referred to as “DCM log files” - as our mechanism to ingest ad exposure data to populate AAM’s Audience Optimization reports for advertisers, as well as the Actionable Log File feature for data ingestion.

 

Impact to Audience Manager Customers

Google’s unexpected decision means AAM will no longer be able to use DCM data transfer files to populate EEA-based user data in Audience Optimization reports for advertisers or realize traits using the Actionable Log File feature . In addition, clients with a footprint in the EEA will see an impact to their volumes in Audience Optimization reports after this change is rolled out. Audience Optimization Reports leverage the soon-to-be redacted PartnerID to tie the EEA user back to corresponding segment data in AAM.

 

Customers who do not subscribe to DCM, or have DCM data transfer files with exposure outside of the EEA, and customers who do not have any users in the EEA will not be impacted by this change.

It’s important to note that not all of Adobe Audience Manager’s integrations with Google are impacted by this change.

  • Customers are still able to pixel media wherever DMP pixels are accepted.
    • Pixeling media provides valuable information including site, placement, campaign and creative exposure information.
  • Customers are still able to send data to Google for activation
    • AAM maintains server to server integrations with DoubleClick Bid Manager (DBM), DoubleClick Ad Exchange (AdX) and DoubleClick for Publishers (DFP).

 

It’s also important to note that Google’s announcement does not only apply to Adobe. UserID and PartnerID fields will be unavailable in data transfer files for all partners.

 

Recommendation

The Audience Manager team recommends impacted customers migrate to the pixel-based method to capture UUIDs where the Adobe pixel is certified.

For Audience Optimization reporting, customers can work with Adobe Customer Care or their account team to: a) ensure pixels are deployed for all relevant media data, and b) complete the steps required to deliver meta data. An overview of data and metadata files for Audience Optimization Reports is available in product documentation.

For EEA customers who are currently leveraging the Actionable Log File capability to populate traits, customers should work with their account rep to deploy click and impression trackers to all relevant media data. Overviews of click trackingand impression tracking are available in Audience Manager product documentation.

Further questions surrounding Google’s announced changes should be directed to your DoubleClick account executive. For questions or concerns regarding your use of Audience Manager, please contact amsupport@adobe.com

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