Core Viewpoint - Pinduoduo has unexpectedly suspended its Click ID (CID) advertising mechanism, causing significant disruption in the advertising industry, raising questions about the motivations behind this abrupt decision [2][5][27] Group 1: Overview of CID - CID, or Click ID, is a unique identifier generated during ad clicks, linking external traffic to transactions on platforms like Pinduoduo, facilitating the tracking of ad effectiveness [2][3] - The CID mechanism allows e-commerce platforms to leverage external traffic from content platforms, enhancing conversion rates and identifying potential best-selling products [3][4] Group 2: Industry Context - The advertising industry was experiencing a surge in CID usage, with competitors like Alibaba and Kuaishou expanding their CID collaborations, indicating a growing reliance on this model [4][5] - Pinduoduo, previously a strong advocate for the CID model, has now taken a step back, which contrasts sharply with the industry's momentum [5][6] Group 3: Reasons for Suspension - The term "suspend" rather than "terminate" suggests that Pinduoduo may be negotiating terms with content platforms regarding data sharing and commission structures, indicating potential future reinstatement of CID [5][6][25] - The suspension may also reflect Pinduoduo's shift towards a more self-sufficient operational model, focusing on internal growth strategies rather than relying on external traffic [7][29] Group 4: Data Control and Attribution Issues - The transparency of data is a significant concern, as the CID model diminishes Pinduoduo's control over data, making it difficult to assess the return on investment (ROI) accurately [11][12][16] - The complexity of attribution in advertising creates disputes among platforms regarding credit for conversions, complicating data analysis and optimization efforts [19][20][24] Group 5: Implications for the Industry - Pinduoduo's decision to pause CID highlights the need for clearer rules and data management practices within the advertising ecosystem, prompting a reevaluation of relationships between e-commerce platforms, content platforms, and service providers [26][27] - The move signals Pinduoduo's intent to redefine its role in the advertising landscape, prioritizing internal capabilities over external dependencies [28][29]