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Google: Switching to data-driven attribution got easier, and “killing” ad blockers got delayed

You might not want it… but Google does.

Switch to data-driven attribution, please: The company launched two new data-driven attribution features for Google Ads, making it easier for you to switch to this model.

Google: Switching to data-driven attribution got easier, and “killing” ad blockers got delayed

They include:

  • A simulation tool that will help you see how automated bidding would have reacted to data-driven attribution over the previous seven days.
  • Support for more ad types, including app conversions and Discovery campaigns sometime in the future.

By the way, users can still use ad blockers: Google’s new Manifest V3 extension system—aimed to limit and restrict filtering extensions—got delayed again.

The previous system was supposed to begin phasing out next month, but was postponed due to concerns that the process could be “abused by malicious and shady extension developers.”

Why we care: Google has wanted advertisers to switch to data-driven attribution models for some time. The new features are just another way to push you in that direction.

Furthermore, Chrome users can breathe a sigh of relief that their ad blocker extensions will remain intact, but it could mean less of your ads seen on Chrome, until their inevitable ban.

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