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I haven't seen much on the ad data side of this. Please correct me if I'm wrong, but if a publisher switches to AMP, then all of their ad serving data (and by

I haven't seen much on the ad data side of this. Please correct me if I'm wrong, but if a publisher switches to AMP, then all of their ad serving data (and by extension impression data for all of their visitors that Google is able to identify) becomes Google's data essentially. Whereas before, if a publisher wasn't running DFP, AdSense, or GA, then Google was essentially blind to their ad data. So does this or does this not give Google that level of visibility into the ad layer of a site? If so, that is a MAJOR strategic competitive data advantage once lots of sites switch over, which they will be encouraged to do due to higher mobile ranking as a result of getting their site's sped up.

ianlevesque 11y ago
Okay but what publisher isn't using DFP, AdSense, or GA. Have you seen the media sites being targeted here? Take any one and watch the dozen or more 3rd party domains it hits. Their data goes everywhere already, including to Google.
- xiaoma 11y ago
  Over the past year, Plenty of Fish has been emerging as a higher ROI alternative to Google ad offerings.
- shostack 11y ago
  I don't disagree about the ubiquity of DFP, AdSense and GA. But unpacking that a bit further...DFP gives way richer data than can be had with AdSense or GA if a publisher is running non-Google ads on their site. So Google has limited visibility into anyone not using DFP. I don't have market data on the adoption of DFP, so while I think it is a safe bet it is the major player still, I'm not sure what % of sites do NOT use it. And for anything not run through DFP and not on Google inventory, this would now give them visibility into those ads, potentially bid data from the headers, potentially audience data for anything passed in plaintext (surprisingly common), etc. Or am I missing something in terms of the data they would see?

ianlevesque 11y ago

Okay but what publisher isn't using DFP, AdSense, or GA. Have you seen the media sites being targeted here? Take any one and watch the dozen or more 3rd party domains it hits. Their data goes everywhere already, including to Google.

xiaoma 11y ago
Over the past year, Plenty of Fish has been emerging as a higher ROI alternative to Google ad offerings.
shostack 11y ago
I don't disagree about the ubiquity of DFP, AdSense and GA. But unpacking that a bit further...DFP gives way richer data than can be had with AdSense or GA if a publisher is running non-Google ads on their site. So Google has limited visibility into anyone not using DFP. I don't have market data on the adoption of DFP, so while I think it is a safe bet it is the major player still, I'm not sure what % of sites do NOT use it. And for anything not run through DFP and not on Google inventory, this would now give them visibility into those ads, potentially bid data from the headers, potentially audience data for anything passed in plaintext (surprisingly common), etc. Or am I missing something in terms of the data they would see?