This decade’s most important marketing question: What data rights do advertisers possess?
Google’s move to reduce advertisers’ visibility into search terms reporting raises big questions about data access in the age of automation. With Google’s latest decision to strip Search Terms data insights from advertisers (some agencies have reported around 25%-30% or more of data loss), the frustrated outcry has caused some to begin throwing around lawsuit language. Specifically, there seem to be three main reactions to this change: Those who believe that advertisers own the data outright, or at least the data is part of what they are paying for, and…
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