Comprehensive: Data Sharing Practices of Top Media Companies* for Independent Attribution Analysis**

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Compare: Amazon Facebook Google Microsoft NBCUniversal Oath Pandora Snapchat Twitter

								Snapchat	Twitter
BRIEF INTRO	Amazon offers advertising on its properties (including owned and operated sites like IMDB), devices (e.g. Fire tablet), and throughout a third-party network. Its advertising products include sponsored products and brands (search based), display, video, and custom ads. Mostly, advertising is served via a closed architecture but some ad products, such as display and video into their network, can be served via approved third-party servers. Display and video can accept third-party pixels under approved circumstances.	Facebook uses its own ad servers to serve advertising on facebook.com as well as throughout its ad network. FB allows targeting of first-party segments but no longer supports segments based on third-party data.	Google operates an ad network across Search, App and Display/Video as well as selling media across owned and operated properties. Marketers can choose to use integrated third-party measurement solutions, Google's Campaign Manager (Google's ad server for advertisers), or third-party ad serving and measurement pixels. Google's Campaign Manager product can also be used to measure media purchased outside of Google.	Microsoft inventory is broad, and operates in different environments. Inventory can be accessed via guaranteed buys and programmatically. The focus here is on Bing, and other properties (MSN, Outlook.com, Xbox, Windows) that can be serviced via the relationship with Microsoft and follows Microsoft's rules and policies.	NBCU offers ample inventory across its properties, both digital versions of TV content and purely digital plays, that can be accessed via the marketer's chosen ad server, usually DCM/Google (Double Click Campaign Manager). Paid search is served from a closed architecture, accessed via a UI. Inventory can be accessed via guaranteed buys or programmatically.	Oath inventory is broad, including Yahoo and AOL properties, as well as an ad network. All inventory is accessible via the marketer's chosen ad server. Search advertising (e.g. Yahoo search) is served via Oath's own ad server accessed via UI or by arrangement with Oath. Inventory can be accessed via guaranteed buys or programmatically.	Pandora is a US music streaming service that is part of the world's largest audio entertainment company (per merger with Sirius XM). -120M monthly MUV's -90% ad-addressable audience -~83% mobile audience -1.1B+ hours listened per month -2K+ connected devices	A publisher that offers a unique social experience to users. As such, its ad units, creative best practices and ad serving are unique to Snapchat.	Twitter allows ads to be served on twitter.com (desktop and mobile web), twitter app and 3rd party mobile apps (via its Mobile exchange MoPub). Twitter handles ad serving across all three surfaces. These ad units can be measured using Twitter measurment as well as approved 3rd party measurment vendors.
MEDIA CHANNELS
MOBILE WEB
Video	Certain third-party provider pixels and ad servers are allowed. Ads on Amazon devices generally do not accept pixels.	Not linkable. Facebook does support click tracking, but user data is never shared.	Marketers can choose to use Google's Campaign Manager as well as approved third-party measurement partners. All reporting data Google makes available to marketers, which may include encrypted user identifiers, and is subject to strong privacy controls. Over time, additional measurement solutions, including Ads Data Hub, will also be available to marketers. Marketers can measure their campaigns on YouTube via Google's Campaign Manager and approved third party measurement partners.	Allow for pixels to be fired through the creative served on Microsoft's publishers.	Tracking via approved tags or ad server logs that provide IDs for integration. Note: most marketers use DCM which plans to remove IDs. Subject to new restrictions from Apple on opt-in for cookie-based tracking .	Tracking via approved tags or ad server logs that provide IDs for integration. Note: most marketers use DCM which plans to remove IDs. Subject to new restrictions from Apple on opt-in for cookie-based tracking.	Tracking via approved tags or exposure logs that provide Mobile Ad IDs for measurement.	1x1 trackers are available for impression verification. UTM extensions are permitted which allows a marketer to link clicks at a user level but not to link viewing without clicks to a user ID.	No 3rd party tags are allowed on the Twitter website. But, Twitter does enable 3rd party measurement tags to be associated with campaigns during creation and allows 3rd party measurement through S2S and API integrations via approved 3rd party vendors. Only the basic information needed for attribution is passed through these integrations.
Display	Certain third-party provider pixels and ad servers are allowed. Ads on Amazon devices generally do not accept pixels.	Not linkable. Facebook does support click tracking, but user data is never shared.	Marketers can choose to use Google's Campaign Manager as well as third-party ad serving and measurement partners. All reporting data Google makes available to marketers, which may include encrypted user identifiers, and is subject to strong privacy controls. Over time, additional measurement solutions, including Ads Data Hub, will also be available to marketers.	Allow for pixels to be fired through the creative served on Microsoft's publishers.	Tracking via approved tags or ad server logs that provide IDs for integration. Note: most marketers use DCM which plans to remove IDs. Subject to new restrictions from Apple on opt-in for cookie-based tracking.	Tracking via approved tags or ad server logs that provide IDs for integration. Note: most marketers use DCM which plans to remove IDs. Subject to new restrictions from Apple on opt-in for cookie-based tracking.	Tracking via approved tags or exposure logs that provide Mobile Ad IDs for measurement.	1x1 trackers are available for impression verification. UTM extensions are permitted which allows a marketer to link clicks at a user level but not to link viewing without clicks to a user ID.	No 3rd party tags are allowed on the Twitter website. But, Twitter does enable 3rd party measurement tags to be associated with campaigns during creation and allows 3rd party measurement through S2S and API integrations via approved 3rd party vendors. Only the basic information needed for attribution is passed through these integrations.
Search	Sponsored product and brand advertising does not accept third-party tracking but can accommodate click tracking, primarily for Amazon reporting and bililng metrics.	N/A	Marketers can track all search clicks and conversions resulting from them using Floodlights, Google Analytics, Google Ads, and other methods used for tracking prior to GDPR.	Clicks can be tracked if landing page by marketer set up properly.	Clicks can be tracked if landing page by marketer set up properly.	Clicks can be tracked if landing page by marketer set up properly.	N/A	N/A	N/A
IN-APP
Video	Certain third-party provider pixels and ad servers are allowed. Ads on Amazon devices generally do not accept pixels.	Not linkable.	Marketers can choose to measure partner and network inventory via Google's Campaign Manager as well as approved third-party ad serving and measurement partners. This measurement is based on Device ID where available, but Device IDs are not available for export. All reporting data Google makes available to marketers, which may include encrypted user identifiers, and is subject to strong privacy controls. Over time, additional measurement solutions, including via Ads Data Hub, will also be available to marketers. Marketers can measure their campaigns on YouTube via Google's Campaign Manager and approved third-party measurement partners.	AdID made available during bid request.	Depends on the app publisher and what they choose to expose. Some mobile ad servers/DSPs NBCU works with can also provide linkable ad serving information.	Depends on the app publisher and what they choose to expose. Some mobile ad servers/DSPs Oath works with can also provide linkable ad serving information.	Tracking via approved tags or exposure logs that provide Mobile Ad IDs for measurement.	1x1 trackers are available for impression verification. UTM extensions are permitted which allows a marketer to link clicks at a user level but not to link viewing without clicks to a user ID.	No 3rd party tags are allowed on the Twitter app. But, Twitter does enable 3rd party measurement tags to be associated with campaigns during creation and allows 3rd party measurement through S2S and API integrations via approved 3rd party vendors. Only the basic information needed for attribution is passed through these integrations.
Display	Certain third-party provider pixels and ad servers are allowed. Ads on Amazon devices generally do not accept pixels.	Not linkable.	Marketers can choose to measure partner and network inventory via Google's Campaign Manager as well as third-party ad serving and measurement partners. This measurement is based on Device ID where available, but Device IDs are not available for export. All reporting data Google makes available to marketers, which may include encrypted user identifiers, and is subject to strong privacy controls. Over time, additional measurement solutions, including via Ads Data Hub, will also be available to marketers. Marketers can measure their Universal App Campaigns via Campaign Manager and third party app install measurement companies.	AdID made available during bid request.	Depends on the app publisher and what they choose to expose. Some mobile ad servers/DSPs NBCU works with can also provide linkable ad serving information.	Depends on the app publisher and what they choose to expose. Some mobile ad servers/DSPs Oath works with can also provide linkable ad serving information.	Tracking via approved tags or exposure logs that provide Mobile Ad IDs for measurement.	1x1 trackers are available for impression verification. UTM extensions are permitted which allows a marketer to link clicks at a user level but not to link viewing without clicks to a user ID.	No 3rd party tags are allowed on the Twitter app. But, Twitter does enable 3rd party measurement tags to be associated with campaigns during creation and allows 3rd party measurement through S2S and API integrations via approved 3rd party vendors. Only the basic information needed for attribution is passed through these integrations.
Search	Sponsored product and brand advertising does not accept third-party tracking but can accommodate click tracking, primarily for Amazon reporting and bililng metrics.	N/A	Marketers can measure their Universal App Campaigns via Campaign Manager and third-party app install measurement companies.	Clicks can be tracked if landing page by marketer set up properly.	Clicks can be tracked if landing page by marketer set up properly	Clicks can be tracked if landing page by marketer set up properly.	N/A	N/A	N/A
DESKTOP
Video	Certain third-party provider pixels and ad servers are allowed. Ads on Amazon devices generally do not accept pixels.	Not linkable. Facebook does support click tracking, but user data is never shared.	Marketers can choose to use Google's Campaign Manager as well as approved third-party measurement partners. All reporting data Google makes available to marketers, which may include encrypted user identifiers, is subject to strong privacy controls. Over time, additional measurement solutions, including via Ads Data Hub, will also be available to marketers. Marketers can measure their campaigns on YouTube via Google's Campaign Manager and approved third party measurement partners.	Allow for pixels to be fired through the creative served on Microsoft's publishers.	Tracking via approved tags or ad server logs that provide IDs for integration. Note: DCM plans to remove IDs sometime during 2019. NBC can also provide logfile data with matchable IDs.	Tracking via approved tags or ad server logs that provide IDs for integration. Note: DCM plans to remove IDs sometime during 2019. Oath can also provide logfile data with matchable IDs.	Tracking via approved tags or exposure logs that provide cookie or hashed email data for measurement.	N/A	No 3rd party tags are allowed on the Twitter website. But, Twitter does enable 3rd party measurement tags to be associated with campaigns during creation and allows 3rd party measurement through S2S and API integrations via approved 3rd party vendors. Only the basic information needed for attribution is passed through these integrations.
Display	Certain third-party provider pixels and ad servers are allowed. Ads on Amazon devices generally do not accept pixels.	Not linkable. Facebook does support click tracking, but user data is never shared.	Marketers can choose to use Google's Campaign Manager as well as third-party ad serving and measurement partners. All reporting data Google makes available to marketers, which may include encrypted user identifiers, is subject to strong privacy controls. Over time, additional measurement solutions, including via Ads Data Hub, will also be available to marketers.	Allow for pixels to be fired through the creative served on Microsoft's publishers.	Tracking via approved tags or ad server logs that provide IDs for integration. Note: DCM plans to remove IDs sometime during 2019. NBC can also provide logfile data with matchable IDs.	Tracking via approved tags or ad server logs that provide IDs for integration. Note: DCM plans to remove IDs sometime during 2019. Oath can also provide logfile data with matchable IDs.	Tracking via approved tags or exposure logs that provide cookie or hashed email data for measurement.	N/A	No 3rd party tags are allowed on the Twitter website. But, Twitter does enable 3rd party measurement tags to be associated with campaigns during creation and allows 3rd party measurement through S2S and API integrations via approved 3rd party vendors. Only the basic information needed for attribution is passed through these integrations.
Search	Sponsored product and brand advertising does not accept third-party tracking but can accommodate click tracking, primarily for Amazon reporting and bililng metrics.	N/A	Marketers can track all search clicks and conversions resulting from them using Floodlights, Google Analytics, Google Ads, and other methods used for tracking prior to GDPR.	Clicks can be tracked if landing page by marketer set up properly.	Clicks can be tracked if landing page by marketer set up properly.	Clicks can be tracked if landing page by marketer set up properly.	N/A	N/A	N/A
Future Outlook	Since Google can serve advertising into Amazon's network it is worth noting that Google will be removing DCM IDs from DCM logfiles. This will force marketers to find other solutions such as other ad servers, using another ID backbone.	Facebook no longer supports third party segment targeting. Facebook will also be offering its own ad data hub so marketers can join event level ads data with their own dataset while maintaining end-user privacy.	Google is constantly working to evolve measurement and tagging solutions to meet the evolving needs of users and its advertising partners. Also offering ads hub.	Not provided.	Announced changes: Google will be removing DCM IDs from DCM logfiles. This will force marketers to find other solutions such as other ad servers, using another ID backbone.	Announced changes: Google will be removing DCM IDs from DCM logfiles. This will force marketers to find other solutions such as other ad servers, using another ID backbone. Oath also has its own ID backbone that can be leveraged for campaigns within Oath.	Pandora Connected Home and Connected Car platforms can also be tracked via exposure logs that provide hashed email data for measurement.	Not provided.	Work with your Twitter contact to learn about current and future MTA partnerships.
Comments	Not provided.	Related FB Announcements 1. Shutting Down Partner Categories (March 2018) 2. Expanding Measurement Partnerships and Updating View Tags (May 2018) a. View tags were originally designed to measure ads on desktop, they don't work as well for ads on mobile. b. View tags will no longer be used for measurement purposes beyond counting. c. Facebook now has over 40 measurement partners across a variety of capabilities including marketing mix modeling, viewability, mobile app measurement, reach, attribution, brand lift and sales lift. d. To get a more holistic understanding of ad effectiveness, Facebook recommends advertisers work with approved Facebook measurement partners.	Not provided.	Microsoft also has its own ID backbone that can be leveraged for campaigns within Microsoft. More information about how Microsoft handles user personal data is in the Privacy Statement and privacy dashboard, which providers user controls over receiving personalized ads.	Not provided.	Not provided.	Not provided.	Not provided.	Not provided.
**Source	Marketer discussions, the Amazon learning console, and Amazon documentation about third-party approved methods. https://learningconsole.amazonadvertising.com/student/catalog https://advertising.amazon.com/resources/ad-policy/en/approved-3p-ad-ser...	Information provided by Facebook.	Information provided by Google.	Information provided by Microsoft.	Information provided by NBCU.	Information provided by Oath.	Information provided by Pandora.	Snapchat declined to provide text but provided a link from which the MMA sourced a description. https://businesssupport.snap.com/en-US/article/third-party-tracking	Information provided by Twitter.