With the aim to provide improved services and help publishers grow their business, Google is now giving publishers advanced features. It will help them control their first-party data and the ways to share it with their ad partners. It will further allow them to grow their businesses in privacy-forwarded ways.
Based on publisher-provided signals, publishers can categorize their first-party data into contextual or audience segments and then share those signals with programmatic buyers.
How does it work exactly?
Publisher-provided signals help programmatic buyers to “find and purchase audiences based on factors such as content interests, demographics or purchase intent across multiple apps and sites without tracking people’s activity in apps or across the web.”
Sharing signals with trusted partners
Google has also improved a feature that assists publishers in securely sharing signals with trusted third-party buying partners (Open bidders and Authorized Buyers). The best part is Google has added new controls and renamed the tool from encrypted signals to make them secure.
- New expanded code
So far, publishers had to work with third parties to set up code on their apps or websites to activate this feature. With the help of the new feature, publishers will now be able to use their own website code, making it easier to create and send data to their trusted partners.
- Secure signals
Now Google will not be able to read or use secured signals. This implies that Google Ads Manager will only act as an intermediary on behalf of the publisher to pass the signals to their shortlisted third-party bidders. Google completely acknowledges the significance of these trusted and direct relationships for publishers. Hence, it supports such associations to help publishers maximize the value of their content and monetize their inventory in the best possible way.
Now deliver relevant app ads with the same app keys
Besides the above changes, Google has also announced an upcoming feature called the same app key. It will help publishers using the Ad Manager serve relevant ads on iOS without tracking users across third-party apps. The same app key can be used to collect first-party data from your apps, such as information regarding user interaction with ads inside your app. This feature can’t be used to link user activity from your apps to other third-party apps.
Ad privacy and compliance
Google has collaborated with IAB to help buyers and publishers incorporate and follow industry standards. By incorporating IAB, publishers will be able to IAB’s Content Taxonomy and Audience Taxonomy to share signals with Google Ads and Display & Video 360 as part of the beta test.
Final words
Publishers heavily rely on content and advertisement for revenue. When publishers have higher control over data, it will help them ensure that tech providers, advertisers, and other third parties grow their platforms without compromising their customers’ personal information. With the help of refined first-party data, publishers will be able to provide more relevant content to the audiences who utilize their products or visit their websites.
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