Google Ads Data Hub creates data clean rooms for audience targeting and measurement

First-party data is a foundational tenet of new privacy regimes online, where brands are being forced to only act on consumer information that they collect directly with the consent of the consumers who use their services. Apple has curbed the use of third-party cookies and ad IDs on mobile devices, through anti-tracking privacy policies, and Google is following suit. By the end of 2024, Google has said it plans to deprecate third-party cookies on Chrome and to shut off many forms of personal data sharing on Android devices. These changes have been making it harder for marketers to target ads to individual consumers and harder to measure ad performance.

Google’s Ads Data Hub update is part of the technology changes Google is making to maintain effective digital advertising. In recent weeks, Google has taken some unprecedented steps to alter its ad platform to enable new uses of data. For instance, Google created what it called “publisher advertiser identity reconciliation”—or PAIR—which is a way for online publishers and brands to use data clean rooms to “securely and privately reconcile their first-party data for audiences who have visited both an advertiser’s and a publisher’s site,” Dan Taylor, Google’s VP of global ads, said in a blog post earlier this month.

Riot Games’ ROI

Google’s ads data hub for marketers will also enable marketers to use PAIR data in their analysis, and Google said it will help speed up the time it takes for brands to gather insights about their campaigns. “As privacy expectations evolve, we will continue to build more solutions that enable advertisers and agencies to measure and activate their first-party data with Ads Data Hub for Marketers,” Sampath said.

Google used Riot Games, the video game studio, as an example of a brand that was using the ads data hub for marketers.

“The company centralized their insights and combined them with Display [and] Video 360 and Campaign Manager 360 data,” Google said. “This let Riot Games attribute credit to various ad touch points, accurately measure return on ad spend (ROAS), and establish a new benchmark showing that for every $1 Riot Games spent on Google media, it received $2 in revenue.”

Google said 3,000 brands, agencies and measurement partners have used the Ads Data Hub. The second piece of the ad hub—Ads Data Hub for Measurement Partners—will create new measurement tools for third-party partners like DoubleVerify and Dynata. The independent measurement firms use the ads data hub to study ad campaigns on YouTube, Google said. YouTube has become a major component of connected TV advertising, and brands have been pushing Google to allow for more measurement services.

“It’ll be easier for partners to offer accurate measurement and deliver near real-time insights,” Sampath said. “For marketers, this means they can work with independent third-party partners to calculate and report on YouTube ad performance across devices, formats and metrics.”

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2022-10-31 05:55:01

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