Google’s impending data platform restrictions raise concerns

Google is planning to prohibit data-management platforms (DMPs) from operating on its widely distributed ad network, raising concerns from some marketers and agencies that it is constricting which ad tech tools they can use.

At the end of March, Google will start enforcing a pre-existing policy that will prohibit certain DMPs from firing tracking pixels on Google Display Network unless those DMPs also own the demand-side platform (DSP) executing the transaction.

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