If you’re an enterprise-level marketer, it can be difficult to run and scale ad campaigns.
You’ve also probably heard of, and maybe even used, Google’s suite of enterprise tools, such as Display & Video 360 (DV360) and Campaign Manager 360.
Google announced at its annual Google Marketing Live Summit that it’s enhancing the platform to give you a privacy-first future while growing your business with new ad formats.
Eduardo Indacochea, Senior Director of Product Management at Google, kicked off the session by discussing the importance of these tools to enterprise marketers.
39% of advertisers expect their programmatic spend to increase in the next 12 months, and these solutions provide a better experience for consumers and advertisers.
Indacochea has plans for 360 Suite tools:
- New Ad Formats for Connected TV (CTV)
- Machine Learning and Automation Updates
- New Privacy Security Signals
Let’s dive into the details of Google’s three-tier plan.
new ad format
Chaoyi Chen, global product lead for Google’s DV360 platform strategy, breaks down three key areas for DV360 expansion. They include:
- Audio ad update
- connected tv
- Unified tool
audio ad
Podcasts have been all the rage over the past few years. As a result, Google will soon be rolling out podcast targeting on YouTube and partner inventory.
Another update to audio ads is expanded targeting. More podcast types and inventory are coming to Display & Video 360 soon.
connected tv
Chen highlighted how many people are turning to YouTube for a connected TV experience. In fact, YouTube reached 135 million subscribers in December 2021.
More broadcasters and publishers will join the DV360 inventory in the future. Peacock is the latest publisher to join the inventory.
With DV360 reaching 93% of ad-supported CTV households in the US, Google is expanding its Google audience to connected TV devices. Additionally, by the end of the second quarter of 2022, demographic segmentation will be available to the platform.
Unified reporting tool
Google understands the importance of identifying the performance of YouTube versus other linear networks. That’s why Google is launching a new co-viewing program and measurement tool.
Currently, the tool is in beta for some customers. Wider rollout to more advertisers in fall 2022.
You can now efficiently manage all your publisher transactions in one place. You can create a deal and distribute impressions among different accounts and publishers.
Finally, you can control and manage your brand safety in Campaign Manager 360.
“Buying TV commercials should be as easy as watching TV,” Chen said. These updates will help simplify the planning and management of your publisher deals.
Machine Learning Updates
Being able to combine automation with customization is the ultimate key to Google’s success.
Google has announced the latest custom bid signals that you can choose from, such as player size and audibility. Additional bidding signals help you customize and maximize ROI based on your business goals.
With the migration from Universal Analytics to Google Analytics 4 properties, your GA4 properties can now be activated in Display & Video 360 right away.
privacy security signal
Google is ready to deprecate third-party cookies. Google appears to have taken advertiser feedback into account when making these enhancements.
If you’re currently using interest-based advertising options from Google, these options will now include themes from their upcoming new API sandbox.
The biggest update comes in the form of an EPID: an exchange of provided identifiers. These IDs are shared with the DV360 by the exchange or publisher. Their scope is domain or application based. The EPID will then be used to build segments for advertisers to use.
The last update to Privacy Safe Signal is the ability to match first-party data for marketing use. Google will allow a direct relationship between advertisers and publishers to share data.
It’s important to note that no personally identifiable information (PII) is ever shared between the two. All data will be encrypted, keeping user identities safe and advertisers still having the ability to reach their target audiences.
generalize
We live in a fast-paced world. That hasn’t changed.
Now is the time to explore more advertising environments, especially in the enterprise space.
By using DV360 and Campaign Manager 360, you can simplify the planning, process and management of marketing campaigns. This saves you time, efficiency and money.
New ad formats will make it easier than ever to test reach your target audience in places you’ve never reached before. What’s more, the DV360 will make it easier for you to expand and monetize your capabilities.
resource: Google Marketing Live
Featured Image: BestForBest/Shutterstock
