Dive Brief: 

• Google has begun talks with ad tech partners about tightening restrictions on gathering data while running ad campaigns on its network. 
• The search giant is restricting the use of pixels from data management platforms and only allowing third parties to use pixels on ad buy they execute themselves. 
• The restrictions will hinder ad buyers ability to track ads across platforms—like from Google to Yahoo to AOL—meaning accuracy of ad buys could suffer. 

Dive Insight:

On any level, a Google decision to restrict access to data will have impact on marketers and advertisers. In this instance, third party marketers will have trouble providing their clients with the data needed to track campaigns. The search giant's intentions are good —it just wants to protect information it considers proprietary and stop leaks—but will make things harder for marketers that rely on collecting data from Google's platform.