Home The Big Story The Big Story: Google Wrestles With An Analytics Overhaul, While The Ad Tech Market Preps For A Downturn

The Big Story: Google Wrestles With An Analytics Overhaul, While The Ad Tech Market Preps For A Downturn

The Big Story podcast

Google has tried – and so far mostly failed – to get its customers on board with major new migrations for its online advertising platform.

There was the Ads Data Hub switchover, kind of, and the move away from third-party cookies … which was supposed to happen already. We’re still waiting.

This time, though, Google means it. And this time the migration is away from the tried-and-true (well, true-ish) Google Analytics that most marketers are very familiar with, to GA4, an updated and more sophisticated version of the platform – that also doesn’t include IP addresses and isn’t built on online advertising IDs.

That deadline to migrate is July 2023. In this week’s episode, we’ll talk about why this major overhaul of Google Analytics is happening and why businesses across the board need to be on top of the change.

But the GA4 migration headache is nothing compared to depressing news elsewhere about layoffs in the tech sector and tough belt-tightening decisions as the market hunkers down and prepares for an economic downturn.

The latest example is AppLovin and Adjust, the mobile measurement company acquired last year by AppLovin, which laid off 12% of their combined workforce this week.

AppLovin already had plans to make “operational changes” – corporate jargon similar to “efficiencies,” which means layoffs ­– per Allison Schiff, who broke the news. But hiring freezes, layoffs and forced resignations have been the name of the game in recent months for many tech and media companies.

“It’s sad news and I hate to hear it,” Schiff says. “As much as we have to report on it, it doesn’t bring me any joy.”

Must Read

Comic: TFW Disney+ Goes AVOD

Disney Expands Its Audience Graph And Clean Room Tech Beyond The US

Disney expands its audience graph and clean room tech to Latin America, marking the first time it will be available outside the US. The announcement precedes this week’s launch of Disney+ with ads in Latin America.

Advertible Makes Its Case To SSPs For Running Native Channel Extensions

Companies like TripleLift that created the programmatic native category are now in their awkward tween years. Cue Advertible, a “native-as-a-service” programmatic vendor, as put by co-founder and CEO Tom Anderson.

Mozilla acquires Anonym

Mozilla Acquires Anonym, A Privacy Tech Startup Founded By Two Top Former Meta Execs

Two years after leaving Meta to launch their own privacy-focused ad measurement startup in 2022, Graham Mudd and Brad Smallwood have sold their company to Mozilla.

Privacy! Commerce! Connected TV! Read all about it. Subscribe to AdExchanger Newsletters

Nope, We Haven’t Hit Peak Retail Media Yet

The move from in-store to digital shopper marketing continues, as United Airlines, Costco, PayPal, Chase and Expedia make new retail media plays. Plus: what the DSP Madhive saw in advertising sales software company Frequence.

Comic: Ad-ception

The New York Times And Instacart Integrate For Shoppable Recipes

The New York Times and Instacart are partnering for shoppable recipe videos.

Experian Enters The Third-Party Data Onboarding Business

Experian entered the third-party data onboarder market on Tuesday with a new product based on its Tapad acquisition.