{"id":151281,"date":"2025-03-23T08:02:11","date_gmt":"2025-03-23T08:02:11","guid":{"rendered":"https:\/\/peraltafinancing.com\/advertising\/explaining-the-dojs-push-to-get-google-to-share-more-ad-data\/"},"modified":"2025-03-23T08:02:11","modified_gmt":"2025-03-23T08:02:11","slug":"explaining-the-dojs-push-to-get-google-to-share-more-ad-data","status":"publish","type":"post","link":"https:\/\/fivemor.com\/?p=151281","title":{"rendered":"Explaining the DOJ’s Push to Get Google to Share More Ad Data"},"content":{"rendered":"


\n<\/p>\n

\n

The Justice Department\u2019s proposed antitrust remedies for Google\u2019s Search trial could force the tech giant to crack open its walled garden and give buyers more data on where their ads run.<\/p>\n

Of course, this is not the first time that buyers have clamored for more visibility over where their ads show up.<\/p>\n

Like a lot of topics legal and adtech-related, it can get wonky. So here\u2019s the run-down of what buyers currently get, what they want, and whether they can actually get it. <\/p>\n

\n
\n
\n

\"Google
<\/a> <\/div>\n<\/section>\n<\/div><\/div>\n

What is the DOJ proposing, exactly? <\/strong><\/p>\n

Under the DOJ\u2019s\u00a0plan<\/a>, somewhat vague in its language, Google would be required to provide advertisers with readily accessible placement and performance reporting in Google Analytics and Ads Data Hub for ads placed through or purchased through Google.<\/p>\n

Naturally, buyers are keen to get their hands on more data from Google.<\/p>\n

\u201cGiven lack of full visibility, how could you really know as a brand that you\u2019re certain where you show up all the time,\u201d Calvin Nichols, head of paid search at Wpromote, told ADWEEK.<\/p>\n

Ok, what do advertisers get at the moment?<\/strong><\/p>\n

Currently, Google provides advertisers with partial visibility into where ads are placed\u2014whether on search results, YouTube, or Google Maps\u2014but not a complete breakdown, according to two current and one former ad buyer who have bought Google ads.<\/p>\n

But buyers said that Google\u2019s Performance Max, where buyers automate goal-based campaigns that run across Google inventory, including search, display, and YouTube, is the least transparent mode of buying. <\/p>\n

In Pmax reports, downloaded from Google Ads and delivered via an Excel spreadsheet, buyers can see impressions, views, clicks, and CPM data, broken down by performance across display, video, and app campaigns in aggregate, rather than by platforms like YouTube or Search.<\/p>\n

\u201cAs Google blurs lines with campaign types that serve across different networks, they are playing in their own sandbox,\u201d said Stasia Fulginiti, director, paid search + YouTube at Rain the Growth Agency. <\/p>\n

Google has conceded some control here<\/a>, like giving advertisers visibility into YouTube videos where Pmax ads appear.<\/p>\n

<\/p>\n

Nichols said Wpromote allocates 40-60% of clients\u2019 media budgets to lower-funnel Pmax campaigns.<\/p>\n

A Google spokesperson told ADWEEK: \u201cWe have and will continue to increase transparency for Performance Max advertisers in privacy-safe ways.\u00a0Our current reporting helps advertisers understand their ad placements and optimize performance based on actionable data.\u201d <\/p>\n

So Google is increasing transparency in some ways, but will it actually give up the suggested placement and performance data?<\/strong><\/p>\n

Arielle Garcia, chief operating officer, Check My Ads, notes that more transparency could be possible: \u201cIn both trials, we\u2019ve seen Google seemingly, begrudgingly, crack open the black box a little bit\u2014that trend is only going to continue. It\u2019s not like we\u2019re seeing the antitrust scrutiny wane at all.\u201d<\/p>\n

Google <\/strong>said at the time that it would appeal<\/a> the remedies. <\/p>\n

Since then, it looks like Google has been trying to dilute the impacts of the trial. This month<\/a>, it reportedly pushed the DOJ to rescind breaking up the company.<\/p>\n

\u201cAs we\u2019ve publicly said, we\u2019re concerned that the current proposals would harm the American economy and national security,\u201d Google communications manager Peter Schottenfels\u00a0said in a statement. <\/p>\n

According to all three sources, there\u2019s no technical barrier preventing Google from offering granular reporting across its platforms. \u00a0<\/p>\n

But regardless of whether Google can (or wants to) be more transparent with its data or not, the more practical question is whether buyers can receive this level of detail, given that only a select few buyers would have the resources and the time to make sense of the something like the much-requested URL-level reporting, according to an article from Digiday<\/a>.<\/p>\n

\u201cIt\u2019s a lot of data for advertisers to discern through,\u201d Fulginiti said. This added granularity means advertisers face extra work\u2014and more time spent analyzing information to make informed decisions, according to Nichols.<\/p>\n

\u201cThat\u2019s not the point,\u201d counters Garcia. \u201cThis is about the powerlessness of advertisers when they don\u2019t have that access. It\u2019s their spend, data, and prerogative to use it as they see fit\u201d.<\/p>\n

What exactly has been making advertisers feel powerless?<\/strong><\/p>\n

Advertisers, when buying across Pmax and all Google platforms, still lack access to key elements like log-level data and full-page URL-level data in Ads Data Hub. URL-level data is a hot topic lately following\u00a0Adalytics<\/a>\u2018 research finding global brands such as Sony and PepsiCo may have inadvertently funded child sexual abuse material (CSAM) online.<\/p>\n

In Pmax reports, a category labeled \u2018Total Other\u2019 lumps ad delivery across Gmail, YouTube, Discovery, and other inventory outside of Google\u2019s O&O into a single line item. This often outperforms the placements that they can see across display, video, and app campaigns, which has vexed advertisers.<\/p>\n

Google previously withheld placement reporting for its Search Partner Network (GSP)\u2014ads that run across hundreds of non-Google websites\u2014but began offering that data last year.<\/p>\n

Still, Pmax reports don\u2019t break down placement across GSP, Google Video Partners (GVP), or the Google Display Network (GDN), all of which extend Google\u2019s ad reach beyond Google-owned platforms. This means advertisers have to manually visit each non-Google O&O to identify the types of placement and get its performance, said Garcia. <\/p>\n

<\/p>\n

A Google spokesperson told ADWEEK that GSP sites are now included alongside Display and Google\u2019s owned-and-operated placements in Pmax reports. <\/p>\n

So there have been improvements? <\/strong><\/p>\n

Sure. Google, for its part, has introduced tools like the Ads Transparency Center, which offers insights such as campaign targeting criteria.<\/p>\n

But that doesn\u2019t go far enough, sources said.<\/p>\n

\u201cWe expect more detail on that URL level reporting\u2014where our ads are displayed across the networks, beyond current high-level metrics,\u201d Fulginiti said. \u201cThat could be a real game changer for transparency and to determine whether a placement is worthy of our dollar.\u201d<\/p>\n

\n
\n
\n

\"A
<\/a> <\/div>\n<\/section>\n<\/div><\/div>\n

<\/div>\n\n","protected":false},"excerpt":{"rendered":"

The Justice Department\u2019s proposed antitrust remedies for Google\u2019s Search trial could force the tech giant to crack open its walled garden and give buyers more data on where their ads run. Of course, this is not the first time that buyers have clamored for more visibility over where their ads show up. Like a lot […]<\/p>\n","protected":false},"author":1,"featured_media":151282,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[12023],"tags":[30574,11603,38796,7437,1531,10909,5850,11198],"dealstore":[],"offerexpiration":[],"class_list":["post-151281","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-advertising","tag-ad-tech-industry-news","tag-data","tag-dojs","tag-explaining","tag-google","tag-platforms","tag-push","tag-share"],"yoast_head":"\nExplaining the DOJ's Push to Get Google to Share More Ad Data - Som2ny Network<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/fivemor.com\/?p=151281\" \/>\n<link rel=\"next\" href=\"https:\/\/fivemor.com\/?p=151281&page=2\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Explaining the DOJ's Push to Get Google to Share More Ad Data - Som2ny Network\" \/>\n<meta property=\"og:description\" content=\"The Justice Department\u2019s proposed antitrust remedies for Google\u2019s Search trial could force the tech giant to crack open its walled garden and give buyers more data on where their ads run. Of course, this is not the first time that buyers have clamored for more visibility over where their ads show up. Like a lot […]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/fivemor.com\/?p=151281\" \/>\n<meta property=\"og:site_name\" content=\"Som2ny Network\" \/>\n<meta property=\"article:published_time\" content=\"2025-03-23T08:02:11+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/fivemor.com\/wp-content\/uploads\/2025\/03\/DOJ-closing-statement-google-2024.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"600\" \/>\n\t<meta property=\"og:image:height\" content=\"315\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"admin\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"admin\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/fivemor.com\/?p=151281#article\",\"isPartOf\":{\"@id\":\"https:\/\/fivemor.com\/?p=151281\"},\"author\":{\"name\":\"admin\",\"@id\":\"https:\/\/fivemor.com\/#\/schema\/person\/b85e3c3dc0e1daea076524dc8810c371\"},\"headline\":\"Explaining the DOJ’s Push to Get Google to Share More Ad Data\",\"datePublished\":\"2025-03-23T08:02:11+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/fivemor.com\/?p=151281\"},\"wordCount\":990,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/fivemor.com\/#organization\"},\"image\":{\"@id\":\"https:\/\/fivemor.com\/?p=151281#primaryimage\"},\"thumbnailUrl\":\"https:\/\/fivemor.com\/wp-content\/uploads\/2025\/03\/DOJ-closing-statement-google-2024.jpg\",\"keywords\":[\"Ad Tech Industry News\",\"Data\",\"DOJs\",\"Explaining\",\"Google\",\"Platforms\",\"Push\",\"Share\"],\"articleSection\":[\"Advertising\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/fivemor.com\/?p=151281#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/fivemor.com\/?p=151281\",\"url\":\"https:\/\/fivemor.com\/?p=151281\",\"name\":\"Explaining the DOJ's Push to Get Google to Share More Ad Data - Som2ny Network\",\"isPartOf\":{\"@id\":\"https:\/\/fivemor.com\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/fivemor.com\/?p=151281#primaryimage\"},\"image\":{\"@id\":\"https:\/\/fivemor.com\/?p=151281#primaryimage\"},\"thumbnailUrl\":\"https:\/\/fivemor.com\/wp-content\/uploads\/2025\/03\/DOJ-closing-statement-google-2024.jpg\",\"datePublished\":\"2025-03-23T08:02:11+00:00\",\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/fivemor.com\/?p=151281\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/fivemor.com\/?p=151281#primaryimage\",\"url\":\"https:\/\/fivemor.com\/wp-content\/uploads\/2025\/03\/DOJ-closing-statement-google-2024.jpg\",\"contentUrl\":\"https:\/\/fivemor.com\/wp-content\/uploads\/2025\/03\/DOJ-closing-statement-google-2024.jpg\",\"width\":600,\"height\":315},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/fivemor.com\/#website\",\"url\":\"https:\/\/fivemor.com\/\",\"name\":\"Som2ny Network\",\"description\":\"Daily Deals\",\"publisher\":{\"@id\":\"https:\/\/fivemor.com\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/fivemor.com\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/fivemor.com\/#organization\",\"name\":\"Som2ny Network\",\"url\":\"https:\/\/fivemor.com\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/fivemor.com\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/fivemor.com\/wp-content\/uploads\/2026\/07\/4a0953c4-logo-300x86-1.png\",\"contentUrl\":\"https:\/\/fivemor.com\/wp-content\/uploads\/2026\/07\/4a0953c4-logo-300x86-1.png\",\"width\":300,\"height\":86,\"caption\":\"Som2ny Network\"},\"image\":{\"@id\":\"https:\/\/fivemor.com\/#\/schema\/logo\/image\/\"}},{\"@type\":\"Person\",\"@id\":\"https:\/\/fivemor.com\/#\/schema\/person\/b85e3c3dc0e1daea076524dc8810c371\",\"name\":\"admin\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/fivemor.com\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/729ae85bf62b9917e93538db2f2688ca?s=96&r=g&default=https%3A%2F%2Ffivemor.com%2Fwp-content%2Fplugins%2Fbuddypress-first-letter-avatar%2Fimages%2Fdefault%2F96%2Flatin_a.png\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/729ae85bf62b9917e93538db2f2688ca?s=96&r=g&default=https%3A%2F%2Ffivemor.com%2Fwp-content%2Fplugins%2Fbuddypress-first-letter-avatar%2Fimages%2Fdefault%2F96%2Flatin_a.png\",\"caption\":\"admin\"},\"sameAs\":[\"https:\/\/fivemor.com\"],\"url\":\"https:\/\/fivemor.com\/?author=1\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Explaining the DOJ's Push to Get Google to Share More Ad Data - Som2ny Network","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/fivemor.com\/?p=151281","next":"https:\/\/fivemor.com\/?p=151281&page=2","og_locale":"en_US","og_type":"article","og_title":"Explaining the DOJ's Push to Get Google to Share More Ad Data - Som2ny Network","og_description":"The Justice Department\u2019s proposed antitrust remedies for Google\u2019s Search trial could force the tech giant to crack open its walled garden and give buyers more data on where their ads run. Of course, this is not the first time that buyers have clamored for more visibility over where their ads show up. Like a lot […]","og_url":"https:\/\/fivemor.com\/?p=151281","og_site_name":"Som2ny Network","article_published_time":"2025-03-23T08:02:11+00:00","og_image":[{"width":600,"height":315,"url":"https:\/\/fivemor.com\/wp-content\/uploads\/2025\/03\/DOJ-closing-statement-google-2024.jpg","type":"image\/jpeg"}],"author":"admin","twitter_card":"summary_large_image","twitter_misc":{"Written by":"admin","Est. reading time":"5 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/fivemor.com\/?p=151281#article","isPartOf":{"@id":"https:\/\/fivemor.com\/?p=151281"},"author":{"name":"admin","@id":"https:\/\/fivemor.com\/#\/schema\/person\/b85e3c3dc0e1daea076524dc8810c371"},"headline":"Explaining the DOJ’s Push to Get Google to Share More Ad Data","datePublished":"2025-03-23T08:02:11+00:00","mainEntityOfPage":{"@id":"https:\/\/fivemor.com\/?p=151281"},"wordCount":990,"commentCount":0,"publisher":{"@id":"https:\/\/fivemor.com\/#organization"},"image":{"@id":"https:\/\/fivemor.com\/?p=151281#primaryimage"},"thumbnailUrl":"https:\/\/fivemor.com\/wp-content\/uploads\/2025\/03\/DOJ-closing-statement-google-2024.jpg","keywords":["Ad Tech Industry News","Data","DOJs","Explaining","Google","Platforms","Push","Share"],"articleSection":["Advertising"],"inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/fivemor.com\/?p=151281#respond"]}]},{"@type":"WebPage","@id":"https:\/\/fivemor.com\/?p=151281","url":"https:\/\/fivemor.com\/?p=151281","name":"Explaining the DOJ's Push to Get Google to Share More Ad Data - Som2ny Network","isPartOf":{"@id":"https:\/\/fivemor.com\/#website"},"primaryImageOfPage":{"@id":"https:\/\/fivemor.com\/?p=151281#primaryimage"},"image":{"@id":"https:\/\/fivemor.com\/?p=151281#primaryimage"},"thumbnailUrl":"https:\/\/fivemor.com\/wp-content\/uploads\/2025\/03\/DOJ-closing-statement-google-2024.jpg","datePublished":"2025-03-23T08:02:11+00:00","inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/fivemor.com\/?p=151281"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/fivemor.com\/?p=151281#primaryimage","url":"https:\/\/fivemor.com\/wp-content\/uploads\/2025\/03\/DOJ-closing-statement-google-2024.jpg","contentUrl":"https:\/\/fivemor.com\/wp-content\/uploads\/2025\/03\/DOJ-closing-statement-google-2024.jpg","width":600,"height":315},{"@type":"WebSite","@id":"https:\/\/fivemor.com\/#website","url":"https:\/\/fivemor.com\/","name":"Som2ny Network","description":"Daily Deals","publisher":{"@id":"https:\/\/fivemor.com\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/fivemor.com\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/fivemor.com\/#organization","name":"Som2ny Network","url":"https:\/\/fivemor.com\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/fivemor.com\/#\/schema\/logo\/image\/","url":"https:\/\/fivemor.com\/wp-content\/uploads\/2026\/07\/4a0953c4-logo-300x86-1.png","contentUrl":"https:\/\/fivemor.com\/wp-content\/uploads\/2026\/07\/4a0953c4-logo-300x86-1.png","width":300,"height":86,"caption":"Som2ny Network"},"image":{"@id":"https:\/\/fivemor.com\/#\/schema\/logo\/image\/"}},{"@type":"Person","@id":"https:\/\/fivemor.com\/#\/schema\/person\/b85e3c3dc0e1daea076524dc8810c371","name":"admin","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/fivemor.com\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/729ae85bf62b9917e93538db2f2688ca?s=96&r=g&default=https%3A%2F%2Ffivemor.com%2Fwp-content%2Fplugins%2Fbuddypress-first-letter-avatar%2Fimages%2Fdefault%2F96%2Flatin_a.png","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/729ae85bf62b9917e93538db2f2688ca?s=96&r=g&default=https%3A%2F%2Ffivemor.com%2Fwp-content%2Fplugins%2Fbuddypress-first-letter-avatar%2Fimages%2Fdefault%2F96%2Flatin_a.png","caption":"admin"},"sameAs":["https:\/\/fivemor.com"],"url":"https:\/\/fivemor.com\/?author=1"}]}},"_links":{"self":[{"href":"https:\/\/fivemor.com\/index.php?rest_route=\/wp\/v2\/posts\/151281","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/fivemor.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/fivemor.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/fivemor.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/fivemor.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=151281"}],"version-history":[{"count":0,"href":"https:\/\/fivemor.com\/index.php?rest_route=\/wp\/v2\/posts\/151281\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/fivemor.com\/index.php?rest_route=\/wp\/v2\/media\/151282"}],"wp:attachment":[{"href":"https:\/\/fivemor.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=151281"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/fivemor.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=151281"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/fivemor.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=151281"},{"taxonomy":"dealstore","embeddable":true,"href":"https:\/\/fivemor.com\/index.php?rest_route=%2Fwp%2Fv2%2Fdealstore&post=151281"},{"taxonomy":"offerexpiration","embeddable":true,"href":"https:\/\/fivemor.com\/index.php?rest_route=%2Fwp%2Fv2%2Fofferexpiration&post=151281"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}