Google concession on data cloning hailed by search marketers

01/3/2013 | Adweek

Search engine marketers are praising Google's concessions on advertising data portability, which allows companies such as Kenshoo and Marin Software to clone campaigns for multiple platforms. "Providing advertisers with true data portability is a huge leap forward for Google, search marketers and the ecosystem of tools providers that support them," says Matt Lawson, Marin's vice president of marketing. The change in policy gives vendors the ability to optimize for "the best financial return because they will now have an apples-to-apples comparison of campaigns across platforms," Katy Bachman writes.

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