If you’re an enterprise marketer, it can be challenging to run and scale advertising campaigns.
It’s also likely that you’ve heard of, and probably use, Google’s enterprise suite of tools such as Display & Video 360 (DV360) and Campaign Manager 360.
Google announced during its annual Google Marketing Live summit that it’s improving platforms to enable you to have a privacy-first future, while growing your business through new ad formats.
Eduardo Indacochea, Senior Director of Product Management at Google, kicked off this session to discuss the importance of these tools to marketers in organizations.
With 39% of advertisers anticipating an increase in their automated spend over the next 12 months, these solutions provide a better experience for both consumers and advertisers.
Indacochea has developed a 360 Suite tools plan:
- A new format of advertising for connected television (CTV)
- Machine learning and automation updates
- New security flags for privacy
Let’s dive into the details of Google’s three-tiered plan.
New ad formats
Chaoyi Chen, Global Head of Product, DV360 Platform Strategy for Google, broke down the three main areas of DV360 expansion. They include:
- Audio ads updates
- connected tv
- unified tools
Podcasts have gone mainstream in the past few years. For this reason, Google will soon launch podcast targeting on YouTube and the Partner Inventory.
Another upcoming update for audio ads is expanded targeting. More podcasts and podcasts coming soon to Display & Video 360.
Chen boosted the number of people turning to YouTube for a connected TV experience. In fact, the number of YouTube users reached 135 million users in December of 2021.
More broadcasters and publishers will join the DV360 inventory in the future. Peacock is the latest publisher to be added to the inventory.
With DV360 reaching 93% of ad-supported CTV households in the US, Google is expanding its Google audience to connected TVs. Additionally, the platform’s demographic segments will be available by the end of Q2 2022.
Unified reporting tools
Google understands the importance of benchmarking performance across YouTube against other linear networks. That’s why Google is launching a new shared viewing planning and measurement tool.
Currently, this tool is in beta for some customers. The broad rollout of additional advertisers will come in the fall of 2022.
You will now be able to effectively manage all your publisher deals in one place. You have the ability to create a single deal and distribute impressions across different accounts and publishers.
Finally, you can control and manage your brand health in Campaign Manager 360.
“Buying TV ads should be as easy as watching TV,” says Chen. These updates will help simplify the planning and management of publisher deals.
Machine learning updates
The ability to combine automation and personalization is the ultimate key to success with Google.
Google announced the latest custom bid signals you can choose from, such as player volume and hearing. Additional bid signals help you customize and maximize your ROI based on your business goals.
With the transition from Universal Analytics to Google Analytics 4 Sites, GA4 properties in Display & Video 360 can now be activated instantly.
Safe Privacy Signals
Google has prepared us to turn off third-party cookies. Google appears to have taken advertiser feedback into account while making these improvements.
If you’re currently using Google’s interest-based advertising options, those options will now include topics from the new API sandbox coming soon.
The biggest update comes in the form of EPIDs: the identifiers provided by Exchange. These identifiers are shared by exchanges or publishers using the DV360. Its scope is determined on the basis of the domain or application. The EPIDs will then be used to create segments for advertisers to use.
Privacy Safe Signals’ latest update is the ability to match first-party data for marketing use. Google will allow a direct relationship between advertiser and publisher to share data.
It is important to note that no personally identifiable information (PII) will be shared between the two. All data will be encrypted, making user identity secure and advertisers will still have the ability to reach their target audience.
We live in a fast paced world. This does not change.
Now is the time to explore more ad environments, especially if you’re working in the enterprise space.
By using DV360 and Campaign Manager 360, you can simplify the planning, operation, and management of campaigns. This saves you time, efficiency and money.
New ad formats will make it easier than ever to test reach your target audience in places where it has never been before. Most importantly, the DV360 will make it easy to scale and monetize your performance.
Source: Google Live Marketing
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