As digital advertising changes, it's essential for advertisers to stay ahead of the curve while meeting people's expectations. Consumers want privacy but they also want relevant ads. In fact, 62% of consumers in the US consider it important to have a personalized experience with a brand.[96be74]We don’t believe this should be rocket science for programmatic advertisers. This is why we are building simple, off-the-shelf solutions in Display & Video 360 with first-party data and machine learning. We’re announcing two of these solutions today, optimized targeting and Exchange Provided Identifiers.

Optimized targeting helps advertisers expand reach across relevant audiences and increase return on investment with the touch of just a button. Exchange Provided Identifier, also known as EPID, provides Display & Video 360 with new signals which will be used to automatically future-proof frequency management tools. In the future, EPIDs will be powering a variety of other marketing use cases in Display & Video 360 with no action required by advertisers.

Programmatic buys automatically powered with publishers’ data

Advertisers increasingly rely on publishers' first-party data to enrich their marketing strategies. That’s why we’re evolving our programmatic technology to organically inform Display & Video 360 solutions with those valuable signals.

You may be familiar with Publisher Provided Identifiers, also known as PPIDs, which became available for publishers to use programmatically last year. PPID allows publishers to send Google Ad Manager a first-party identifier for marketing use-cases. EPID expands on this technology. It makes it available to more exchanges, publishers, or vendors looking to share their first-party identifiers with Display & Video 360’s backend to improve the quality of programmatic ads served on their respective properties. EPIDs from a given exchange or publisher cannot be used to inform marketing strategies outside of that publisher’s inventory. This protects people from being tracked across the web.

Earlier this year, we started testing this feature and receiving EPIDs from several publishers and exchanges, including Magnite. Based on partner feedback, we began improving this feature. We’re excited to grow our list of partners and progressively enhance advertisers’ programmatic campaigns with these new durable signals.

In the coming months, EPID will be used to inform Display & Video 360 users’ frequency management solutions. This will ensure brands can continue avoiding ad repetition while maximizing reach efficiency even when third-party cookies go away. Advertisers won’t have to make any changes in their account since EPIDs will be organically embedded in Display & Video’s technology. Brands and agencies will automatically benefit from EPID when setting frequency goals.

In the near future, EPID will be used as a signal for building Google audience segments in Display & Video 360. This will give advertisers a chance to deliver more personalized ads on publishers’ sites for which EPIDs are received. Down the line, EPID will also help brands unlock other core advertising functionalities, like cross-device reach on a domain by domain basis, and invalid traffic prevention in a privacy-safe way.

Expand reach across audiences more easily

Reaching the right people with a message is one thing. But to be successful, advertisers have to reach enough of these people and scale their audience strategy. This is where machine learning and optimized targeting come in.

Optimized targeting lets advertisers find new and relevant customers likely to convert within their campaign goals. Campaign settings, such as manually-selected audiences including first-party data and Google audiences, influence the machine learning algorithm. Optimized targeting then uses machine learning to expand reach across other relevant groups without relying on third-party cookies.

Because it uses the same goals as our automated and custom bidding solutions, optimized targeting reaches people most likely to drive impressions, clicks, or conversions as defined and customized by the advertiser to drive business outcomes. This ultimately leads to better performance and increased conversions. In our early tests, we found that advertisers who use optimized targeting in Display & Video 360 can see, on average, a 25% improvement in their campaign objectives when using Google audiences and can see, on average, a 55% improvement when using first-party data.[4f8fcc]

In Display & Video 360, optimized targeting is currently available for YouTube Video Action campaigns and will expand beyond YouTube to all display and video campaigns in the coming months. Once launched, new eligible display and video campaigns will be opted into optimized targeting with the ability to opt out.

We are continuing to create Display & Video 360 solutions that will allow marketers to successfully reach and influence their most relevant audiences, while ensuring consumers feel safe online. EPID and optimized targeting are two of many new audience tools and features we are building for programmatic buyers.

As digital advertising changes, it's essential for advertisers to stay ahead of the curve while meeting people's expectations. Consumers want privacy but they also want relevant ads. In fact, 62% of consumers in the US consider it important to have a personalized experience with a brand.[96be74]We don’t believe this should be rocket science for programmatic advertisers. This is why we are building simple, off-the-shelf solutions in Display & Video 360 with first-party data and machine learning. We’re announcing two of these solutions today, optimized targeting and Exchange Provided Identifiers.

Optimized targeting helps advertisers expand reach across relevant audiences and increase return on investment with the touch of just a button. Exchange Provided Identifier, also known as EPID, provides Display & Video 360 with new signals which will be used to automatically future-proof frequency management tools. In the future, EPIDs will be powering a variety of other marketing use cases in Display & Video 360 with no action required by advertisers.

Programmatic buys automatically powered with publishers’ data

Advertisers increasingly rely on publishers' first-party data to enrich their marketing strategies. That’s why we’re evolving our programmatic technology to organically inform Display & Video 360 solutions with those valuable signals.

You may be familiar with Publisher Provided Identifiers, also known as PPIDs, which became available for publishers to use programmatically last year. PPID allows publishers to send Google Ad Manager a first-party identifier for marketing use-cases. EPID expands on this technology. It makes it available to more exchanges, publishers, or vendors looking to share their first-party identifiers with Display & Video 360’s backend to improve the quality of programmatic ads served on their respective properties. EPIDs from a given exchange or publisher cannot be used to inform marketing strategies outside of that publisher’s inventory. This protects people from being tracked across the web.

Earlier this year, we started testing this feature and receiving EPIDs from several publishers and exchanges, including Magnite. Based on partner feedback, we began improving this feature. We’re excited to grow our list of partners and progressively enhance advertisers’ programmatic campaigns with these new durable signals.

In the coming months, EPID will be used to inform Display & Video 360 users’ frequency management solutions. This will ensure brands can continue avoiding ad repetition while maximizing reach efficiency even when third-party cookies go away. Advertisers won’t have to make any changes in their account since EPIDs will be organically embedded in Display & Video’s technology. Brands and agencies will automatically benefit from EPID when setting frequency goals.

In the near future, EPID will be used as a signal for building Google audience segments in Display & Video 360. This will give advertisers a chance to deliver more personalized ads on publishers’ sites for which EPIDs are received. Down the line, EPID will also help brands unlock other core advertising functionalities, like cross-device reach on a domain by domain basis, and invalid traffic prevention in a privacy-safe way.

Expand reach across audiences more easily

Reaching the right people with a message is one thing. But to be successful, advertisers have to reach enough of these people and scale their audience strategy. This is where machine learning and optimized targeting come in.

Optimized targeting lets advertisers find new and relevant customers likely to convert within their campaign goals. Campaign settings, such as manually-selected audiences including first-party data and Google audiences, influence the machine learning algorithm. Optimized targeting then uses machine learning to expand reach across other relevant groups without relying on third-party cookies.

Because it uses the same goals as our automated and custom bidding solutions, optimized targeting reaches people most likely to drive impressions, clicks, or conversions as defined and customized by the advertiser to drive business outcomes. This ultimately leads to better performance and increased conversions. In our early tests, we found that advertisers who use optimized targeting in Display & Video 360 can see, on average, a 25% improvement in their campaign objectives when using Google audiences and can see, on average, a 55% improvement when using first-party data.[4f8fcc]

In Display & Video 360, optimized targeting is currently available for YouTube Video Action campaigns and will expand beyond YouTube to all display and video campaigns in the coming months. Once launched, new eligible display and video campaigns will be opted into optimized targeting with the ability to opt out.

We are continuing to create Display & Video 360 solutions that will allow marketers to successfully reach and influence their most relevant audiences, while ensuring consumers feel safe online. EPID and optimized targeting are two of many new audience tools and features we are building for programmatic buyers.

Today’s customer journey is rarely a straight line. Consumers are constantly moving between touchpoints and channels, and brands need the right tools to keep up. Digital out-of-home is an increasingly popular option that brings the best of digital technology to a traditional advertising medium. It helps brands engage shoppers at moments when they make key decisions or take certain actions such as walking in a shopping mall or lining up at the grocery store checkout.

Today, we’re making digital out-of-home ads available to all Display & Video 360 users so that they can reach people out in their real-world journey with the efficiency of programmatic technology. This includes screens in public places such as stadiums, airports, bus stops, shopping centers, elevators, taxis and more.

The best of out-of-home and digital combined

With digital out-of-home ads in Display & Video 360, brands can combine the emotional power and captivating formats of traditional out-of-home advertising with the efficiency of other digital channels. With a single plan, they can reach people on screens of all shapes and sizes. And, it can be done rapidly and efficiently. Marketers can activate, pause, and optimize digital out-of-home campaigns in near real time. They can tackle everything from strategy and activation to reporting and optimization all in one place.

Centralizing buys and automating out-of-home campaigns is particularly effective for brands with international footprints. It gives them a chance to reach their global audience using a single tool. Today Display & Video 360 already partners with exchanges Hivestack, Magnite, Place Exchange, Ströer SSP, VIOOH and Vistar Media. These exchanges give access to large media owners around the world like Clear Channel Outdoor, Intersection, JCDecaux, Lamar and Ströer. All of this inventory can be secured via programmatic deals.

Another benefit to programmatic digital out-of-home is the flexibility it provides. While traditional buying tactics are usually geared toward one general region, digital out-of-home allows brands to run different versions of their messaging based on location of the screen or time of day.

Effective, contextual ads

Digital out-of-home ads placed through Display & Video 360 are not personalized, and we do not use individual identifiers or any user location data. Instead, advertisers can reach people based on contextual information of the screen location, like a traditional out-of-home ad, but with the flexibility and ease of programmatic. For example, a fast food spot can quickly advertise on a billboard in a bustling business district during the lunch hour for office workers to see. Later that day, the same billboard can promote an upcoming performance at a nearby concert venue.

When measuring ad impact, publishers provide Display & Video 360 with an impression multiplier, which estimates the number of people who may have seen an ad. This estimate, which isn’t based on an individual’s data, helps advertisers properly measure the impact of their digital out-of-home campaigns. Display & Video 360 vets all publishers to ensure they follow measurement methodologies defined by industry-recognized vendors like Geopath. Publishers that self-measure are not supported.

ASOS finds its fit with digital out-of-home in Display & Video 360

ASOS, one of the world’s leading online fashion retailers, wanted to find new and engaging ways to create fame on the high street whilst staying true to its digital roots. ASOS’ marketing team decided to use digital billboards in heavy footfall areas to generate awareness for their brand and drive passersby to visit their online store.

ASOS used Display & Video 360 to quickly select digital billboards with the map UI and arrange relevant Programmatic Guaranteed deals with leading publishers like Intersection in the U.S. and JCDecaux in the U.K. This streamlined approach allowed the brand to lean on a central platform to buy, implement and measure their campaign. As a result, the team fast tracked the process of booking hundreds of digital billboards, generating 22 million viewed impressions across the two countries.

The retailer then conducted a geo experiment with JCDecaux’s measurement partners to evaluate the impact of digital out-of-home ads on brand metrics. They observed a 14% increase in brand awareness and a 22% increase in brand consideration in exposed vs control areas.

Find out more about how to get your message out with digital out-of-home in Display & Video 360.