Google is ramping up its pitch for Ads Data Hub measurement product - Business Insider

Google is ramping up its pitch for a measurement tool that claims to break down walled gardens but agencies worry that it could make the tech giant more powerful

that claims to help advertisers compare ad performance on and off its platform.

Drew Ford, senior director of data science at iProspect, said that Google's measurement tool makes the tech giant more of a walled garden. Google said it's also cut the time it takes to measure data, to six hours after they are served, down from as much as 48 hours six months ago.

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