At the end of the cookie armageddon, all global media/ad providers will offer the possibility to upload anonymized first-party data, match that data with the provider's data, and then execute campaigns. It will make less sense to bring an external partner into the process as campaigns can be launched on the client's own GMP tools.
Quick start on GCP with a ready-to-use code and project
Ready made data pipelines to transform GA360 events to features
Track models with Managed Experiment Tracking and Model Registry service
Own the model and the data
Deploy model within Platform infrastructure for seamless and trouble-free operation
Automatic deployment, training and operation - only lightweight configuration needed
Insights through cusomer-facing dashboard
Enables more effective media budget spending.
Building your own data strategy and buying media directly on GMP generally results in a higher ROI.
By owning your strategic planning and connecting directly to GMP, you will be less dependent on third parties.
Managed central first-party user segmentation suite: GA360 commonly used ML features and user segmentation included (only GA360-based user profiles are available)
Managed customer 360 profile suite: ID resolution, data consent management.