Four months after Google blocked advertisers using its DoubleClick IDs to support their measurement and attribution in Europe, and it’s clear to some advertisers that the replacement isn’t ready. Life without the ID was meant to push advertisers toward Google’s Ads Data Hub as an alternative, but has made it harder to measure true reach and frequency instead, 

The frustration of those executives isn’t so much that Google is keeping measurement and attribution within its walled garden — “that’s almost a given with Google,” said one agency executive on condition of anonymity — it’s that Google removed the ability for advertisers to verify whether what it tells them is true and didn’t offer an alternative. The hub, which is still in test phase, isn’t a replacement for the DoubleClick ID yet because it doesn’t balance the need to protect the platform’s data with advertisers’ need to directly access it, said the executive.

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