Google is introducing new ways to analyze data with Ads Data Hub with solutions designed for marketers and third-party measurement partners.
The Google Ads Data Hub allows marketers to analyze data against specific business objectives, such as determining a customer’s path to purchase.
Measurement Partners also use Ads Data Hub to perform external assessments of metrics such as video viewability and audience reach.
To satisfy both groups of users, Google is launching two dedicated tools in the Ads Data Hub: Ads Data Hub for Marketers and Ads Data Hub for Measurement Partners.
Google Ads data center for marketers
With the Ads Data Hub for Marketers, Google aims to help brands and agencies analyze more of their data in one place and provide faster access to insights.
Designed for marketers, the Ads Data Hub edition offers a streamlined experience, with a focus on insights that better inform how brands and agencies buy media.
Google shares an example of how Riot Games, developers of the PC game League of Legends, used Ads Data Hub to analyze marketing efforts:
The company focused on its analytics and combined it with Display Space, Video 360 data, and Campaign Manager 360. This allowed Riot Games to take credit for different ad touchpoints, accurately measure return on ad spend (ROAS), and create a new benchmark that shows that for every $1 a company spends, Riot Games on Google media, they’ve got $2 in revenue. Marketers, like Riot Games, do these analytics regularly, with hundreds of thousands of queries triggered in 2022 alone.”
As marketers use the simplified version of Ads Data Hub and accumulate new query models and workflows, Google suggests that there will be less need for additional technical resources.
In future updates, marketers will be able to activate audiences in the new inventory, including YouTube.
Google Ads Data Hub For Measurement Partners
Third party data partners may use Ads Data Hub For Measurement Partners to provide YouTube measurement services on behalf of marketers, advertisers, agencies or publishers.
Google says its version of Ads Data Hub designed for measurement partners makes it easier to provide accurate, near-real-time statistics.
This allows marketers to work with independent, third-party partners to calculate and report on YouTube ad performance across devices, formats, and metrics.
In addition, Google is expanding measurement services on the Ads Data Hub to enable multimedia solutions for YouTube. This makes it possible to analyze the performance of YouTube campaigns relative to other media channels.
Source: The Google
Featured image: Screenshot from blog.google/products/marketingplatform/360/ads-data-hub-powered-solutions/, October 2022.
