Google Display Ads Get More Personal With New Targeting Technology

Google is rolling out a way to use first-party data to deliver more personalized ads across Display & Video 360 without third-party cookies.

A new solution called Publisher Advertiser Identity Reconciliation, or PAIR, reconciles first-party data for audiences who visited Both Advertiser and publisher website.

Previously, it was not easy to use the two datasets in a privacy-safe manner, as publishers could share user information directly with advertisers.

Now, advertisers and publishers will be able to activate unique encrypted first-party information on their sites via aggregation.

This process ensures that no user-level data is shared between the parties. Google says the information is readable and meaningful only in the limited context of their direct relationship.

In a blog post, Google states:

“PAIR gives advertisers the ability to connect more closely with their known audiences, while avoiding tracking of individuals across the web. As a result, advertisers can show relevant ads to certain high-intent audience segments, helping to increase advertising performance and achieve marketing goals, while respecting expectations people’s privacy.”

What does spouse mean for companies?

For businesses, this update to Google Display & Video 360 means they can use the data collected directly to target ads to relevant audiences across the web.

With the PAIR system, companies can target ads more effectively to people they’ve shared information with, such as previous buyers and people on your email list.

PAIR can also be used to display ads to cart abandoners and prevent people from seeing ads for a product they have already purchased.

By offering a secure and privacy-preserving way to combine first-party data from advertisers and publishers, Google aims to address concerns about the use of aggregated data.

Seventy-six percent of advertisers and agencies find the use of identifiers based on aggregated data relevant from a regulatory point of view.

That’s why PAIR is different: it doesn’t require audience data to be collected. Instead, each advertiser and publisher will retain ownership and control over their data.”

PAIR helps ensure that only advertisers and publishers with whom they have a direct relationship are shown ads to users.

Google says this practice can instill confidence in your brand. It will not serve ads to people who have not interacted with you, which is seen as a less intrusive way to advertise.

How do advertisers and publishers link their data?

Advertisers and publishers can use clean rooms to connect their data. Cleanrooms ensures that any data shared by advertisers and publishers remains secure, and only encrypted data is shared with Google for reconciliation.

Google is partnering with three clean room service providers, Habu, InfoSum, and LiveRamp.

In addition to facilitating data communication, cleanrooms help manage the uploading and coding process, which means advertisers and publishers don’t have to manage it themselves.

Brands and publishers with first party data are advised to contact Display & Video 360 representatives for further information on the use of PAIR.

Source: The Google

Featured image: Screenshot from, October 2022.

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