Publishers are experimenting with new tactics to position their companies for the next phase of digital advertising as people’s expectations for privacy online change. The special connections you’ve made with your viewers hold the key to success in the privacy-first future. You may increase your revenue potential by investing in solutions that strengthen these ties and help you establish credibility with first-party audiences. Since Google has millions of users around the Globe including Google Workspace users, having knowledge about these tools can be helpful.
A portfolio of privacy and data solutions for Google AdSense, AdMob, and Ad Manager monetization platforms may assist publishers in adjusting to this significant new reality. The usage of these techniques in Ad Manager to establish credibility, add value, and activate first-party data is summarized here.
Respecting Users’ Privacy Preferences Will Help You Develop Stronger Connections With Them
Develop Trust
More than 60% of consumers expect businesses to tailor their interactions with them, but many have lost faith in how their data is utilised online. Respect people’s privacy preferences and be open about how you plan to use their data if you want to earn their trust. Ad Manager provides a variety of services to aid partners in better audience communication and compliance with evolving privacy laws.
Directly Address The Crowd
Ad Manager provides integrated privacy and messaging capabilities that may be used to test, collect, and measure consent across websites or mobile apps, gather opt-out requests, or reclaim lost revenue from ad-blocking customers.
Convert To Privacy Laws
Manage new and existing privacy standards as a key concern to safeguard the security of your advertising firm. A granular control enables publishers to limit or completely prohibit ad personalisation to assist. You can manage who has access to your data, respect user permission, and safeguard children with the use of these options.
Data-Driven Inventory Optimization For Value Creation
Global regulators and technology firms have taken action to limit the use of signals that the digital advertising sector has relied on for years, like third-party cookies and device IDs, as a result of growing privacy concerns. Currently, these signals are used to tailor adverts by over 80% of advertisers.
We think there is a chance for you to substitute some essential third-party cookies and device IDs with first-party data obtained from your direct interactions with users. This is the procedure.
Put First-Party Identifiers In Place
First-party IDs guarantee user privacy while enabling fundamental ad features like frequency management and ad customisation that third-party cookies and device IDs previously provided. Because they are established by Ad Manager on your behalf, publisher first-party cookies for the web and the same app key for mobile are suitable for publishers with limited resources. The publisher provided identifiers (PPIDs), which are set by publishers themselves, have more flexibility than publisher first-party cookies and the same app key.
Create Your Audience
Every publisher has access to first-party data, but for some, it has been difficult to take advantage of that data’s advantages. Ad Manager is making investments in a variety of features to make it simple for you to generate and activate first-party and contextual audiences. You can create audience segments using tools like key values, publisher-provided signals, and audience solutions that best match your data strategy and technological capabilities.
Create Improved Data Storytelling
Understanding how your viewers interact with your adverts and content is crucial for maximizing the value of your data. We offer a variety of simple measurement options to make life simpler for partners. For instance, the traffic explorer in Ad Manager lets you create enriched narratives about your data.
Activate Your Buyer Data According To Your Terms
Being able to decide how the first-party data is utilized is essential to their long-term success. The goal of Ad Manager is to provide you with the freedom to use your data in ways that best serve your company objectives.
Data Activation Across Sales Channels
Nevertheless, employing that data in the programmatic auction is a new possibility. Publishers have always been able to onboard and activate their first-party data in traditional reservations and programmatic direct agreements. Several additional solutions to Ad Manager can help you scale the use of your data and identities. You can utilize your unique signals to raise the effectiveness and worth of your auction inventory with the help of features like publisher-provided signals and PPID for programmatic.
Data Exchange With Dependable Purchasers
Publishers with every facet of their operations, including facilitating the sharing of signals between partners and buyers, get advantages. Also, encrypted signals support established, direct connections between publishers and customers. Ad Manager partners can securely share their data and identities with Authorized Buyers and Open Bidders by using secure signals. Publishers that choose to use this functionality will be able to choose which bidders receive the signals and what data is transmitted.
Assessment of the Privacy Sandbox
The Privacy Sandbox initiative, spearheaded by Chrome and Android, intends to develop solutions that safeguard users’ online privacy while providing businesses and developers with the resources they need to establish successful digital ad businesses. Publishers can choose whether or not these new technologies are appropriate for their companies by taking advantage of Ad Manager teams’ ongoing testing and evaluation of them.
