Google has just announced two new updates regarding first-party data and machine learning with Display and Video 360. The two new updates are Enhanced Targeting and Exchange Provided Identifier, also known as EPID.
Optimized targeting
Optimized targeting helps advertisers extend their reach to relevant audiences and increase ROI by finding relevant new customers who are likely to convert as part of their campaign goals. Campaign parameters, such as manually selected audiences, including first-party data and Google audiences, influence the machine learning algorithm. Optimized targeting then uses machine learning to extend reach to other relevant groups without relying on third-party cookies.
Optimized targeting reaches the people most likely to drive impressions, clicks, or conversions because they’re defined and personalized by the advertiser.
First tests. Early testing found that advertisers using Optimized Targeting saw a 25% improvement in their campaign goals when using Google Audiences and typically saw a 55% improvement when using first-party data.
Launch and availability. Enhanced targeting is currently available for YouTube Video Action campaigns and will be rolling out to all display and video campaigns in the coming months. Upon launch, new qualifying display and video campaigns will be enabled and have an opt-out option.
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EPID
EPIDs provide Display & Video 360 with new signals that will be used to automatically future-proof frequency management tools. Going forward, EPIDs will power various other marketing use cases in Display & Video 360 without advertisers having to intervene.
Developing PPIDs. EPIDs extend PPIDs, which are vendor-provided identifiers that became available last year. PPIDs allow publishers to send Google Ad Manager a proprietary identifier for marketing use cases. Update Makes EPIDs Available to More Exchanges, Publishers, or Vendors Who Want to Share Their Proprietary IDs with the Display & Video 360 Backend to Improve the Quality of Programmatic Ads Served on their respective properties.
Launch and availability. The EPIDs will be used to inform Display & Video 360 users’ frequency management solutions “in the coming months.”
This will allow brands to continue to avoid ad repetition while maximizing reach effectiveness, even when third-party cookies disappear. Advertisers won’t have to make any changes to their account since EPIDs will be organically integrated into the Display & Video technology. Brands and agencies will automatically benefit from EPID when setting frequency goals.
In the near future, the EPID will be used as a signal to create Google Audience Segments in Display & Video 360. This will give advertisers the ability to serve more personalized ads on publisher sites for which EPIDs are received. Ultimately, EPID will also help brands unlock other core advertising features, such as domain-by-domain cross-device reach and invalid traffic prevention while respecting privacy.
Why we care. If you’re a publisher, these changes will help you reach more audiences, deliver relevant ads, and ensure that everyone’s information and privacy is preserved. These programmatic options are steps towards a cookie-free future while allowing you to run successful programmatic advertising campaigns.
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About the Author
Nicole Farley is a writer for Search Engine Land and covers all things PPC. Along with being a Marine Corps veteran, she has extensive digital marketing experience, an MBA, and a penchant for true crime, podcasts, travel, and snacking.
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