Tag Archives: Google Marketing Platform

Updates on our work to improve user privacy in digital advertising

Privacy is core to our work at Google, and to our vision for a thriving internet where people around the world can continue to access ad-supported content, while also feeling confident that their data is protected. But in order to get there, we must increase transparency into how digital advertising works, offer users additional controls, and ensure that people’s choices about the use of their data are respected—not worked around or ignored. 

Today we’re sharing updates on our work in these areas, including new tools that provide people more information about the ads they see. We’re also introducing new resources for marketers and publishers that offer guidance on how to navigate today’s privacy environment, along with real-world examples from brands and media companies who are delivering effective, privacy-forward ad experiences that use data responsibly.


Greater transparency, more control

For many years Google has offered a feature called Why this ad, where from an icon in a digital ad, users can get more information on some of the factors that were used to select the ad for them, or choose to stop seeing that ad. There are over 15 million user interactions per day with Why this ad as people seek to learn more about and control the ads they see, and we recently extended this feature to ads on connected TVs. 

Over the next few months, we’ll be making improvements to the experience with a new feature called About this ad, which will also show users the verified name of the advertiser behind each ad. About this ad will initially be available for display ads purchased through Google Ads and Display & Video 360, and we’ll bring it to other ad surfaces throughout 2021.

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Our commitment to increase transparency and offer users more control goes beyond the ads Google shows. Due to the complexity of the digital ads ecosystem and the large number of entities involved, it’s typically not clear to users which companies are even involved in showing them an ad. To provide people with detailed information about all the ads they see on the web, we’re releasing a new tool called Ads Transparency Spotlight, now available to try out as an alpha extension from the Chrome Web Store. We’ll continue to improve this extension based on feedback from users, and over time we expect to offer additional disclosures about ads, as well as introduce controls. Our hope is that other technology providers will build similar transparency and control capabilities into the experiences they offer as well.


Evolving the ad-supported internet

Chrome continues to explore more privacy-forward ways for the web browser to support digital ads with the Privacy Sandbox open standards initiative. As part of the Privacy Sandbox, several proposals have been published for new APIs that would solve for use cases like ad selection, conversion measurement, and fraud protection in a way that doesn’t reveal identifying information about individual users. One of the proposed APIs, for trust tokens that could combat ad fraud by distinguishing between bots and real users, is now available for testing by developers, and more will move to live testing soon.

Once these approaches have addressed the needs of users, publishers and advertisers, Chrome plans to phase out support for third-party cookies. These proposals are being actively discussed in forums like the W3C. Our ads team is actively contributing to this dialog—as we encourage any interested party to do—and we expect to incorporate the new solutions into our products in the years ahead.

We’re also exploring a range of other approaches to improve user privacy while ensuring publishers can earn what they need to fund great content and advertisers can reach the right people for their products. For example, we support the use of advertiser and publisher first-party data (based on direct interactions with customers they have relationships with) to deliver more relevant and helpful experiences—as long as users have transparency and control over the use of that data. What is not acceptable is the use of opaque or hidden techniques that transfer data about individual users and allow them to be tracked in a covert manner, such as fingerprinting. We believe that any attempts to track people or obtain information that could identify them, without their knowledge and permission, should be blocked. We’ll continue to take a strong position against these practices.

Much of the recent conversation about improving the privacy of digital ads has been focused on the web, but there are a range of environments in which people engage with digital ads. Our technical approach and the implementation details may vary based on the unique characteristics of each, but our vision to uplevel user privacy while preserving access to free content is consistent across web, mobile app, connected TV, digital audio—and whatever the next area to emerge may be.


Guidance for advertisers and publishers

The future state of digital advertising promises new technologies, new standards, and better, more sustainable approaches, but it will take some time to get there. We recognize the unease that many in the industry feel during this period of transition. While there is certainly more change on the horizon, it’s critical that marketers and publishers do not wait to take action. 

To help you prepare, we’ve assembled a number of recommendations for marketers and publishers to consider today. From best practices for building direct relationships with your customers and managing data, to tips for evaluating your partner and vendor relationships, to actionable examples for using machine learning and the cloud, these playbooks offer practical guidance and numerous real-world examples of companies that are successfully navigating today’s changing privacy landscape. 

We’ll continue our work to move the digital ads industry towards a more privacy-forward future. In the meantime, make sure your organization is having an active discussion about privacy and that you are taking steps now to plan for what lies ahead.

Take control of how data is used in Google Analytics

Rising consumer expectations and changing industry regulations have set higher standards for user privacy and data protection. This has led many businesses to revisit how they are managing data in their Google Analytics accounts. To help, Analytics provides businesses with a variety of features to control how their data is used. Here is an updated overview of controls in Analytics that govern how data is collected, stored, and used–all of which can be adjusted at any time.

Three ways businesses can manage data in Google Analytics:

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Control the data settings in your account

You can access various settings in your Analytics account to control how you collect, retain, and share data.

Decide if you need to accept the Data Processing Terms.

The optional Data Processing Terms are meant for businesses affected by the European Economic Area General Data Protection Regulation (GDPR), the California Consumer Privacy Act (CCPA), and other similar regulations. You can review and accept the terms if needed in your Analytics account, under Account Settings.

Anonymize IP addresses for your Web property.

When you enable IP anonymization in your Web property, Analytics will anonymize the addresses as soon as technically feasible. This may be useful for you to comply with your company’s privacy policies or government regulations. For Apps properties and App + Web properties, IP anonymization is enabled by default.

Disable some or all data collection.

You also have the ability to partially or completely disable data collection for any of your Analytics properties. Chrome users have the ability to opt out from data collection using the Analytics opt-out Add-on.

Set the data retention period.

You can select how long user-level and event-level data is stored by Analytics, and whether new events can reset that time period. Once that amount of time has passed, the data will be scheduled for automatic deletion from your account and Google’s servers.

Select what data you share with your support team and Google.

The data sharing settings allow you to customize whether to share Analytics data with Google, including whether to allow Google technical support representatives and Google marketing specialists to access your account when you want support using the product or performance recommendations.

Review your Google signals setting.

The Google signals setting allows you to enable additional features in Analytics like remarketing, demographics and interests reports, and Cross Device reports. You can also further customize this setting to keep Google signals enabled for reporting while limiting or disabling advertising personalization.

Choose whether your data is used for ads personalization

Digital advertising helps you reach people online and drive conversions on your app and website. When you enable ads personalization in Analytics, for example by activating Google signals, you gain the ability to use your Analytics audiences to personalize your digital ads which can improve the performance of your campaigns. You can customize how your Analytics data is used for ads personalization.

Control ads personalization for your entire Analytics property.

You can choose to disable ads personalization for an entire property, which will cause all incoming events for that property to be marked as not for use in ads personalization. You can manage this in the property settings of your account.

Control ads personalization by geography.

If you need to set the ads personalization setting for your property at the geographic level, you now have the ability to enable or disable this setting by country. And in the United States, you can adjust the setting at the state level.

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Allow or disallow ads personalization by state in the United States

Control ads personalization by event type or user property.

In App + Web properties, you can adjust the ads personalization setting for a specific event type or user property. For example you can exclude specific events or user properties from being used to personalize ads and only use that data for measurement purposes.

Control ads personalization for an individual event or session.

You can also manage whether an individual event or session is used for ads personalization. For example, if you need to obtain consent before enabling the setting you can dynamically disable ads personalization at the beginning of the session and on each subsequent event until consent is obtained.

Independent of these ads personalization controls that Analytics offers to advertisers, users can control their own ads personalization setting for their Google account. Once they've turned off this setting, Google will no longer use information about them for ads personalization.

Remove data from Analytics

You can remove your data from Analytics for any reason and at any time. You can request the data to be deleted from the Analytics servers or delete information for a single user.

Request data to be deleted.

If you need to delete data from the Analytics servers, you can submit a request for its removal. There is a seven-day grace period starting from the time you make the request before Analytics will begin the deletion process. All administrators and users with edit permission for your account will be informed of your request and have the ability to cancel the request during the grace period. Similar functionality will be available in App + Web properties soon.

Delete data for individual users.

You are able to delete a single user’s data from your Analytics account. If you have edit permission for the account, you can do this through the User Explorer report in Web properties or the User Explorer technique in the Analysis module in App + Web properties. Data associated with this user will be removed from the report within 72 hours and then deleted from the Analytics servers in the next deletion process. Your reports based on previously aggregated data, for example user counts in the Audience Overview report, won’t be affected. If you need to delete data for multiple users, you can use the Analytics User Deletion API.

Delete a property.

If you have edit permission, you can delete a property from your Analytics account. Your property and all the reporting views in the property will be permanently deleted 35 days after being moved to the Trash Can. Once deleted, you are not able to retrieve any historical data or reinstate reports.

All of the above features are available to use right now. For more information, please visit the Help Center.

We hope that you found this overview of current controls helpful. Google Analytics is continuously investing in capabilities to ensure businesses can access durable, privacy-centric, and easy to use analytics that work with and without cookies or identifiers. Please stay tuned for more in the coming months.

New predictive capabilities in Google Analytics

Google Analytics helps you measure the actions people take across your app and website. By applying Google’s machine learning models, Analytics can analyze your data and predict future actions people may take. Today we are introducing two new predictive metrics to App + Web properties. The first is Purchase Probability, which predicts the likelihood that users who have visited your app or site will purchase in the next seven days. And the second, Churn Probability, predicts how likely it is that recently active users will not visit your app or site in the next seven days. You can use these metrics to help drive growth for your business by reaching the people most likely to purchase and retaining the people who might not return to your app or site via Google Ads.

Reach predictive audiences in Google Ads

Analytics will now suggest new predictive audiences that you can create in the Audience Builder. For example, using Purchase Probability, we will suggest the audience “Likely 7-day purchasers” which includes users who are most likely to purchase in the next seven days. Or using Churn Probability, we will suggest the audience “Likely 7-day churning users” which includes active users who are not likely to visit your site or app in the next seven days.

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In the Audience Builder, you can select from a set of suggested predictive audiences.

In the past, if you wanted to reach people most likely to purchase, you’d probably build an audience of people who had added products to their shopping carts but didn’t purchase. However, with this approach you might miss reaching people who never selected an item but are likely to purchase in the future. Predictive audiences automatically determine which customer actions on your app or site might lead to a purchase—helping you find more people who are likely to convert at scale.

Imagine you run a home improvement store and are trying to drive more digital sales this month. Analytics will now suggest an audience that includes everyone who is likely to purchase in the next seven days—on either your app or your site—and then you can reach them with a personalized message using Google Ads.

Or let’s say you’re an online publisher and want to maintain your average number of daily users. You can build an audience of users who are likely to not visit your app or site in the next seven days and then create a Google Ads campaign to encourage them to read one of your popular articles.

Analyze customer activity with predictive metrics

In addition to building audiences, you can also use predictive metrics to analyze your data with the Analysis module. For example, you can use the User Lifetime technique to identify which marketing campaign helped you acquire users with the highest Purchase Probability. With that information you may decide to reallocate more of your marketing budget towards that high potential campaign.

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View the Purchase Probability of users from various marketing campaigns.

You will soon be able to use predictive metrics in the App + Web properties beta to build audiences and help you determine how to optimize your marketing budget. In the coming weeks these metrics will become available in properties that have purchase events implemented or are automatically measuring in-app purchases once certain thresholds are met.

If you haven't yet created an App + Web property, you can get started here. We recommend continuing to  use your existing Analytics properties alongside an App + Web property.

Create 3D Immersive Ad Experiences on Display & Video 360

Last year we announced the beta launch of Swirl, an immersive 3D ad format that allows people to interact with an ad in a new way. Today, we are making Swirl available to all Display & Video 360 customers globally.

Swirl lets consumers engage with a product like it's right in front of them by allowing them to rotate, zoom and expand the creative in the ad. Swirl ads allow brands to illustrate changes in behavior, new technology performance, unique product features and more.

Brands are seeing great success using Swirl ads for various campaign goals. This includes increasing consideration by showcasing product features, building brand awareness and delivering a great mobile experience. See how some brands utilized the power of Swirl over the past year.

Purina ONE attracts new customers using 3D Swirl ads

Purina wanted to show dog and cat owners how their Purina ONE pet food can make a difference in the health of their pets in just 28 days. To accomplish this, Purina partnered with creative agency Mediamonks to create a Swirl ad that demonstrates the behaviors of a healthy pet that eats Purina ONE food. The ad uniquely allows the user to “play fetch” with a 3D dog in the ad, so that consumers can visualize the same behavior in their pet. The use of this format led to a 6X increase in engagement (vs 2D ads) through its interactive experience.


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Nissan showcases new automotive technologies with 3D ads

Nissan Spain was looking to increase the engagement of users with their creatives for their compact crossover SUV, the Qashaqai. The creatives would highlight the new driving features that were difficult to show in a static display ad. Nissan Spain and their agency Nissan United partnered with the creative agency QReal to create Swirl ads. They built the 3D creative to showcase new features like Lane Intervention, Intelligent Cruise Control and Lane Keep Assist. Nissan saw an engagement rate that was 8X higher than rich media benchmarks for the automotive vertical.


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adidas Latin America highlights innovative product design

adidas LATAM was looking to capture user attention and showcase the innovative redesign of the adidas Ultra Boost 2019 shoe. adidas LATAM and creative agency EdgeDNA created Swirl ads that allow prospective buyers to get an up-close look without having to visit a store. Swirl ads drove a 4x higher engagement rate than rich media benchmarks and had an average viewable time of 11 seconds, which indicated that the ad captured user attention. The 3D creatives also drove a return on ad spend (ROAS) of ~2.8 for the Colombia market.

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Belvedere drives brand engagement during holiday season with 3D ad

Belvedere Vodka, a premium spirit, wanted to drive awareness and visibility of their gift sets during the holiday season and increase consideration among consumers. Belvedere partnered with production agency Mediamonks to develop holiday themed creatives using Swirl ads. These 3D ads unveiled Belvedere’s gift set, including a bottle, gift bag, and martini glass. The ad enabled users to virtually view the gift set as if they were picking it out themselves in the store. The Swirl ads drove 6.5x higher brand favorability and 4.9x higher purchase intent vs. category norms, according to a brand equity measurement study by Kantar.

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To get started creating a Swirl ad, you can upload pre-made 3D assets to Google Web Designer, our creative authoring tool, and use the new Swirl templates. Brands and agencies can also edit, configure, and publish high-quality, photorealistic models to use in immersive display ad using Google’s 3D platform Poly.

For resources and tips on how to get started using Swirl, you can find more information here.

Automate campaign management with Display & Video 360’s API

Marketers are always looking for ways to reduce the time their teams spend on manual, repetitive tasks so they can do more strategic work—like keeping pace with what their customers are seeking and delivering experiences to match. This is especially true in times of rapidly changing consumer behavior. To help your teams be more efficient and increase your speed of execution we’ve introduced a new read/write API, which allows you to automate the end-to-end campaign process by connecting your preferred tools directly to Display & Video 360. The API enables a broad range of opportunities to be more efficient in creating, adjusting and optimizing your campaigns. Here are three examples to show how the API can help.

Efficient campaign creation

Philips Benelux wanted their media team to spend more time experimenting and less time performing manual tasks prone to errors which could delay launches and waste budget. So they asked Cape, their technology partner, to help them automate their campaign processes. Philips Benelux and Cape started by mapping the entire campaign setup workflow for each objective, such as online purchases or awareness for new product launches, in order to find repetitive tasks that could be automated. Based on this audit, Cape developed campaign templates for each objective. When Philips’ team started using the new approach, they could just select a template that automatically included information such as campaign and creative names, bid strategies, environments, audiences, and other fields. By connecting these templates to Display & Video 360 via the new API, Philips Benelux is now able to push campaigns live in a matter of minutes rather than hours.

Cape helped us speed up campaign setup ten times with Display & Video 360’s API. We can now free up ad operations resources to spend time on highly valuable activities like testing and innovation. Laurens Gunneweg
Digital Manager, Philips Benelux

Customize campaigns based on changing conditions

Many businesses are impacted by external or environmental conditions, like the weather, but it can be time consuming to manually edit your campaigns to reflect these changing conditions at scale. This was the challenge facing Kepler Group, a certified Google Marketing Platform sales partner, when working with an insurance company client. They realized that consumers were more likely to purchase home insurance in the days following a storm. With Display & Video 360’s API, they were able to automatically activate campaigns by tapping into local weather data and use dedicated creatives to remind consumers to check their coverage.

By using Display & Video 360’s API and campaign triggers via our proprietary tool, Kepler Intelligence Platform, our team is saving up to twelve hours of work every week in launching and customizing campaigns based on weather and other signals. Justin Sous
Vice President, Optimization & Innovation, Kepler

Automatic campaign monitoring

In addition to campaign setup and editing, Display & Video 360’s API can also help marketers monitor their campaigns so that they can quickly identify and fix any issues affecting performance. Google Media Lab, the team that manages all advertising campaigns for products like Pixel, YouTube TV, Nest, etc., used Display & Video 360’s API to create a dashboard that automatically surfaces in real time which campaigns are not spending their budgets as planned. This way, teams can quickly move budget from low to high performing campaigns. The team is also looking to further automate campaign optimization beyond budget adjustments. Next they’re planning to use Display & Video 360’s API to analyze performance by URL and automatically exclude the low performing sites from the campaign settings.

Display & Video 360’s API is now available to all accounts globally with support for management of advertisers, campaigns, insertion orders, line items and creatives. In the next few months we'll expand support for brand controls, audience and user management. If you want to get started, sharethe developer documentation with your team and identify the use cases that can fit your needs.

Display & Video 360 tools to navigate the TV streaming boom

Over the past few months, people have spent a remarkable amount of time watching connected TV at home. As a result, Display & Video 360's connected TV available inventory surged by 75 percent in April 2020 from the previous year. And this doesn’t include YouTube and YouTube TV, which over 100 million people watch on their TV screens each month in the U.S. Even now, as stay-at-home restrictions are being lifted, connected TV usage remains well above pre-COVID-19 levels.

The disruption of TV upfronts and suspension of live sports are also encouraging advertisers to shift to the more flexible and on-demand ad strategies that connected TV offers. As a consequence, we’ve heard from many advertisers that they are accelerating their move to video streaming advertising. To support them in this process, we are introducing a series of tools in Display & Video 360 that make it easy for digital media buyers to discover and secure ad inventory on high-quality streaming content.

Easy inventory discovery with TV in Marketplace

As more premium streaming content is made accessible to programmatic buyers via deals, it can be hard to keep up with the flurry of options available, especially when these deals are documented offline and shared over email from many different media sales teams.

To help marketers easily find the deals that best match their campaign objectives, we’ve created a dedicated TV section in Marketplace specifically for publishers and inventory that let you reach TV audiences across devices. For instance, this is where you can find deals for the Disney Media Networks: ABC, ESPN, Freeform, FX, Hulu and National Geographic.

The TV section in Marketplace simplifies the process of finding and securing premium streaming inventory. Available publisher inventory is displayed graphically so that you can easily discover and negotiate your deals. Additional filter options let you search by geo or streaming device type to quickly find the right partner for your campaigns. You can also deep dive on a specific publisher profile to explore more data around performance, audience and inventory volume. Finally, you can send requests for proposals (RFP) to publishers directly from this dedicated space.


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TV section in Display & Video 360 Marketplace

We’ll be rolling out this new interface throughout the next few weeks. In the future we will also be adding national linear TV broadcast and cable networks as well as local TV stations to this section in Marketplace.

High-quality inventory that’s already packaged

Because time is an especially constrained resource at the moment, we’ve introduced two new ‘ready-to-buy’ options that further accelerate the process of finding the right inventory for your campaign.

First, for marketers who want to skip the negotiation process, we’ve worked closely with exchange partners such as Google Ad Manager, FreeWheel and SpotX to bundle inventory from top publishers, along with broadcast and cable networks, into ready-to-execute deals. These deals, known as auction packages, are available to all Display & Video 360 users in Marketplace. Auction packages allow you to easily select inventory that’s already assembled by publishers based on genres, popularity, seasonality, formats or audiences. For example, you can easily add available themed packages from publishers, such as "Hulu - Parents", or from exchanges, like Telaria's "Cord Cutters" bundle.In addition to being a convenient and fast way to access pre-packaged inventory, auction packages are also a great way to harness publishers’ data to reach the right people in the right context.

Second, we’re making YouTube Select’s dedicated streaming TV lineup available to Display & Video 360 buyers in the U.S. YouTube watch time on TV screens jumped 80 percent year over year in March 2020 and this new streaming TV lineup will help you reach the growing number of people watching YouTube on the biggest screens in their homes.

Streamlined buying experience

Once you have secured your deals, you need a place to set up and optimize your TV ad campaign. That’s why this month we’re adding the “OTT line item”, a new workflow in Display & Video 360 tailored for buying TV ads across screens. To avoid configuration errors, this streamlined buying experience only features options that are relevant for connected TV ads, with appropriate configurations selected by default.

This line item also automatically picks inventory from connected TV apps. If the content on these apps can be viewed on other devices too, the new line item will seamlessly include these environments. For example, this means you can easily buy video ads from Disney Media Networks across connected TV, laptop, smartphone or tablet.

If you’re exploring options to harness the streaming boom and seamlessly add connected TV ads to your video strategy, reach out to your Google account executive today.

New automated bidding solutions in Display & Video 360

Automated bidding in Display & Video 360 helps advertisers respond to what consumers are seeking in the moment by using Google’s advanced machine learning to predict campaign performance and place your bids accordingly. As customer behavior changes, automated bidding adapts and tailors your bids in real time for every auction giving you more flexibility than a fixed bidding approach. Now we are making automated bidding more powerful by introducing Custom Bidding, a new way to incorporate your unique insights about what drives your business into your bidding strategies.

Here’s how it works: first, you identify a key performance indicator (KPI), such as revenue or brand lift, that you want to optimize. Next, you define the proxy signals that help predict success with your KPI. For example, you might select transaction value as a proxy for revenue or creative dimension as a proxy for brand lift -- you can choose as a signal anything that is measurable as a Floodlight activity or a goal in Google Analytics 360. Finally, you build a script that uses these signals to assign scores to ad impressions in order to define how much each impression is worth to you, based on its expected ability to drive your chosen KPI. Once the campaign starts, Display & Video 360 will use the scoring model built on your script to predict the value of each impression and adjust each bid accordingly.

Custom Bidding will be available to all Display & Video 360 accounts in the next few weeks. Support for including Analytics 360 goals as Custom Bidding signals will launch in the next few months.

Office Depot wanted to improve campaign performance by tuning its ads to specifically drive high value purchases, instead of optimizing for total transactions. They turned to their agency partner, Wavemaker, to see how they could tailor their bidding strategy to optimize for revenue and not conversions. Wavemaker recommended using Custom Bidding to inform Google’s machine learning with Office Depot’s transaction values. They then put it to test with the cost per acquisition (CPA) automated bidding strategy and saw an immediate improvement in their return.

By assigning higher value to larger sales, Custom Bidding allowed us to increase our return on ad spend by 30 percent in the test group compared to our previous bidding strategies. Calisha Anderson
Sr. Program Manager, eCommerce - Office Depot

Make better use of your advertising budgets

We’ve also heard from advertisers that they’d like options for buying digital ads that increase their chances of hitting their campaign performance goals. Outcome based buying allows you to only pay for the results that support your campaign goals, so that you can make better use of your advertising budgets. Outcome based buying currently supports performance campaigns by allowing marketers to pay per click for campaigns that use either target cost per acquisition (CPA) or maximize conversions strategies. In the next few months we’ll introduce pay for viewable impressions as measured by Active View both for your display and video campaigns, which will reduce budget waste and increase the impact of your branding campaigns too.
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Select outcome based buying when setting up a new insertion order

Joyn, one of the largest digital video streaming services in Germany, used outcome based buying to support the launch of their new subscription service. They wanted to see if paying only for clicks would result in lower cost per acquisition (CPA) compared to their previous auto bidding strategy to minimize CPA. So they ran an A/B test and discovered that outcome based buying delivered a 69 percent lower CPA.

Outcome based buying outperforms our regular bidding strategy by generating more signups for our budget. In just a few weeks we have seen a 225 percent increase in conversions driven by higher click through and conversion rates. Marcus Liprecht
Senior Online Marketing Manager - Joyn

These new bidding features will help you be more responsive to changing consumer behavior by giving you the flexibility and choice you need to make every marketing dollar count across your brand and performance campaigns.

Reach your audience where they are now with Display & Video 360

Media consumption habits are rapidly changing. Planning tools that are tightly connected to your media buying platform can help you reassess your media plans and quickly adjust your ad strategy to reach people where they are now.

We’re expanding the reach forecasting capabilities in Display & Video 360 to offer a deduplicated view of expected campaign reach across open auction display, video and YouTube so that media planners can have a comprehensive and accurate view of their potential audience. And to better support collaboration between planning and buying teams, the planning workspace is now more easily accessible to media planners, thanks to a new dedicated user role.

A deduplicated view of your Display & Video 360 reach 

Media planners aim to get the most comprehensive view of all the media available so they can design relevant and effective plans. In Display & Video 360, you could already forecast the reach of your video campaigns in the plan workspace. For planners to effectively plan across all their programmatic buys, we have added support for display formats.

That means that media planners no longer have to rely on reach metrics from past campaigns to guesstimate the reach of their upcoming display ad campaigns. They can now rely on display forecasts that take into account insights that are unique to Display & Video 360 such as brand safety settings and Google audience details. For example, it is now possible to accurately estimate the reach of a display campaign aimed at reaching the Google affinity audience “Aspiring Chefs” as they enjoy content suitable for general audiences.

But the primary objective of media planning is to understand how many people are likely to be exposed to your brand across formats and inventory. So building on Google's Unique Reach methodology, we also enabled fully deduplicated reach forecasts in Display & Video 360 across open auction display, open auction video and YouTube.

Once we commit to a reach objective, neither underachieving nor overachieving is an option. Display & Video 360 gives media planners the accuracy they need to effectively plan across all our programmatic campaigns. Anudeep Pedditi
Programmatic Manager, OMD NZ

With this capability, you can now answer questions such as “how many unique people can I expect to reach with my overall campaign across any open auction display and video inventory as well as YouTube?” In addition to reach, you can also see projections for other important campaign metrics such as frequency, viewability and cost as you plan. And you can see how many people you will reach if you apply Google audience segments or if you choose to use your own audience data.

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Display & Video 360 reach forecasting tool quickly calculating estimated deduplicated reach across YouTube, open auction display and video formats

A dedicated user role for planners

Media planners are increasingly being held accountable for how well an ad campaign actually delivers against the plan that was shared with clients or other teams. As a result, we are seeing stronger collaboration across media planning and buying teams.

To help foster this collaboration, we just introduced a dedicated user role for media planners. For the first time, agencies and advertisers can invite their media planners directly into Display & Video 360. This new role enables access just to the relevant elements of Display & Video 360 for media planners, giving them visibility into the critical media planning information they need to collaborate, learn, iterate and build more impactful media plans.

With the new dedicated role, planners can see cross-channel reach and cost estimates first-hand which facilitates the process of allocating budget and delivers better performance for the client. Azriel Chan
Head of Platforms & Capabilities, OMD NZ

For example, media planners can access accurate forecasts for campaigns bought programmatically in Display & Video 360 and discover new publishers and inventory. With the Partner account owner’s permission, they can also start a negotiation with a publisher or renegotiate an existing deal. This gives them tools to better inform their planning process and freedom to check and update their plans and recommendations whenever they need.

Before launching your next programmatic campaign, give your media planning team access to the Display & Video 360 planning workspace so they can accurately estimate how many people are likely to be exposed to your brand across formats and inventory, and design the best media plan to deliver on your objectives.

It’s faster and easier to use Ads Data Hub

Advertisers tell us that understanding the business impact of their marketing is more important than ever. But they also report that it’s becoming more difficult as the industry—in response to growing concerns about privacy—changes its practices around how data is collected and used. Ads Data Hub enables customized analysis of your Google ad campaigns while protecting user privacy and upholding Google’s high standards of data security.

Today, we’re providing an update on improvements to Ads Data Hub that help you analyze data more quickly and easily, better understand the way that people interact with your ads, and use insights from your data to reach the right customers. With these updates, you can tailor your measurement to your unique business needs, understand how your marketing is performing, and drive the greatest business impact.

Improvements to help you analyze your data faster and easier

Over the past year, we’ve been investing in the infrastructure that underlies Ads Data Hub to make it available to a larger number of customers and simplify the process of writing queries. Over 200 brands, agencies and measurement partners are actively using Ads Data Hub today. And usage continues to increase, with successful queries up over 145 percent in 2019 compared to 2018. But we’ve heard from customers that we need to make it faster and easier to run analysis.

In the coming weeks, we’ll add self-service account linking for Google Ads, Campaign Manager, and Display & Video 360, so you can more easily access your Google ad campaign data across multiple products in a secure, privacy-centric environment. This includes allowing you to create multi-tier account structures, which adds flexibility to how brands and agencies can configure ads data within Ads Data Hub to address unique account hierarchies and user access requirements.

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Link your Google Ads, Campaign Manager, and Display & Video 360 accounts to Ads Data Hub

We’re making it easier to run analysis with a Sandbox environment, which recently rolled out to all customers. This environment includes a test dataset and can be used to experiment with data and query development, which can help make execution faster by giving you a better understanding of the types of queries you can write and insights you can get in Ads Data Hub.

We’ve also launched a new query library that gives you access to over 20 templates for the most common types of analysis run in Ads Data Hub. For example, the All events template can be used to get impressions, clicks, conversions and Active View stats for a specific account. Ads Data Hub users can also suggest new templates directly via the in-product feedback form.

A frequent request we’ve heard from customers is to be able to access and analyze ad data closer to real-time. To address this, we’ve brought latency down from 24-48 hours to 6 hours for display and YouTube ads data from Google Ads, as well as for data from YouTube ads bought via Display & Video 360. That means, if an impression was served at 8am, you can query data associated with that impression from 2pm on the same day.

New ways to understand the consumer journey

Manually stitching together event-level data from Campaign Manager and Display & Video 360 to reconstruct the path to purchase is possible today in Ads Data Hub, but it can be time-consuming and difficult. That’s why we’ve introduced consumer journey paths, a set of pre-processed data that automatically join impression, click, and conversion events together if they’re part of a single journey. This will help advertisers get valuable insights about the consumer journey faster and with higher quality output than manual approaches, and is available to all Ads Data Hub customers that have Campaign Manager and Display & Video 360 data enabled in their account.

To cover more of the ways people interact with media and your brand, we’re expanding beyond computer, mobile and tablet device measurement to include TV screens. This includes coverage for connected TV and gaming consoles. These devices are becoming a bigger part of many media plans, so understanding their role in delivering value for your business is also becoming more important.

Today, Ads Data Hub includes key advertising metrics such as viewability, impressions, clicks, and conversions from display and video ads in Google Ads, Campaign Manager, and Display & Video 360. And in the coming months we’re enabling more measurement use cases by adding advanced Active View metrics for YouTube—including viewability and audibility metrics—that allow you to uncover deep insights into creative performance and user attention.

Reach the right customers with customized audience list creation

Beyond measurement, one of biggest pieces of feedback we’ve heard from customers is that they’d like to take action on the insights they uncover in Ads Data Hub, while protecting user privacy. We’ve begun a test to allow a limited group of customers to build audience lists based on clicks or conversions from Google Ads, Campaign Manager, and Display & Video 360, and use these audience lists to inform who sees display ads in Google Ads and Display & Video 360. For example, you could create an audience list in Ads Data Hub of users that have already purchased your product, then use that as an exclusion list to ensure you don’t continue to show them your ads served via Google Ads and Display & Video 360.

User privacy protections are deeply embedded across all of these features, and—as always—there’s an aggregation requirement of at least 50 users for output of any data from Ads Data Hub. Over time, we'll continue to evolve the capabilities of Ads Data Hub by providing access to additional ads datasets and developing deeper integrations across our ad platforms.

Source: Google Ads


It’s faster and easier to use Ads Data Hub

Advertisers tell us that understanding the business impact of their marketing is more important than ever. But they also report that it’s becoming more difficult as the industry—in response to growing concerns about privacy—changes its practices around how data is collected and used. Ads Data Hub enables customized analysis of your Google ad campaigns while protecting user privacy and upholding Google’s high standards of data security.

Today, we’re providing an update on improvements to Ads Data Hub that help you analyze data more quickly and easily, better understand the way that people interact with your ads, and use insights from your data to reach the right customers. With these updates, you can tailor your measurement to your unique business needs, understand how your marketing is performing, and drive the greatest business impact.

Improvements to help you analyze your data faster and easier

Over the past year, we’ve been investing in the infrastructure that underlies Ads Data Hub to make it available to a larger number of customers and simplify the process of writing queries. Over 200 brands, agencies and measurement partners are actively using Ads Data Hub today. And usage continues to increase, with successful queries up over 145 percent in 2019 compared to 2018. But we’ve heard from customers that we need to make it faster and easier to run analysis.

In the coming weeks, we’ll add self-service account linking for Google Ads, Campaign Manager, and Display & Video 360, so you can more easily access your Google ad campaign data across multiple products in a secure, privacy-centric environment. This includes allowing you to create multi-tier account structures, which adds flexibility to how brands and agencies can configure ads data within Ads Data Hub to address unique account hierarchies and user access requirements.

Link request.png

Link your Google Ads, Campaign Manager, and Display & Video 360 accounts to Ads Data Hub

We’re making it easier to run analysis with a Sandbox environment, which recently rolled out to all customers. This environment includes a test dataset and can be used to experiment with data and query development, which can help make execution faster by giving you a better understanding of the types of queries you can write and insights you can get in Ads Data Hub.

We’ve also launched a new query library that gives you access to over 20 templates for the most common types of analysis run in Ads Data Hub. For example, the All events template can be used to get impressions, clicks, conversions and Active View stats for a specific account. Ads Data Hub users can also suggest new templates directly via the in-product feedback form.

A frequent request we’ve heard from customers is to be able to access and analyze ad data closer to real-time. To address this, we’ve brought latency down from 24-48 hours to 6 hours for display and YouTube ads data from Google Ads, as well as for data from YouTube ads bought via Display & Video 360. That means, if an impression was served at 8am, you can query data associated with that impression from 2pm on the same day.

New ways to understand the consumer journey

Manually stitching together event-level data from Campaign Manager and Display & Video 360 to reconstruct the path to purchase is possible today in Ads Data Hub, but it can be time-consuming and difficult. That’s why we’ve introduced consumer journey paths, a set of pre-processed data that automatically join impression, click, and conversion events together if they’re part of a single journey. This will help advertisers get valuable insights about the consumer journey faster and with higher quality output than manual approaches, and is available to all Ads Data Hub customers that have Campaign Manager and Display & Video 360 data enabled in their account.

To cover more of the ways people interact with media and your brand, we’re expanding beyond computer, mobile and tablet device measurement to include TV screens. This includes coverage for connected TV and gaming consoles. These devices are becoming a bigger part of many media plans, so understanding their role in delivering value for your business is also becoming more important.

Today, Ads Data Hub includes key advertising metrics such as viewability, impressions, clicks, and conversions from display and video ads in Google Ads, Campaign Manager, and Display & Video 360. And in the coming months we’re enabling more measurement use cases by adding advanced Active View metrics for YouTube—including viewability and audibility metrics—that allow you to uncover deep insights into creative performance and user attention.

Reach the right customers with customized audience list creation

Beyond measurement, one of biggest pieces of feedback we’ve heard from customers is that they’d like to take action on the insights they uncover in Ads Data Hub, while protecting user privacy. We’ve begun a test to allow a limited group of customers to build audience lists based on clicks or conversions from Google Ads, Campaign Manager, and Display & Video 360, and use these audience lists to inform who sees display ads in Google Ads and Display & Video 360. For example, you could create an audience list in Ads Data Hub of users that have already purchased your product, then use that as an exclusion list to ensure you don’t continue to show them your ads served via Google Ads and Display & Video 360.

User privacy protections are deeply embedded across all of these features, and—as always—there’s an aggregation requirement of at least 50 users for output of any data from Ads Data Hub. Over time, we'll continue to evolve the capabilities of Ads Data Hub by providing access to additional ads datasets and developing deeper integrations across our ad platforms.

Source: Google Ads