Google is introducing a way to use first-party data to deliver more personalized ads through Display & Video 360 without the need for third-party cookies.
A new solution called Publisher Advertiser Identity Reconciliation (PAIR) reconciles first-party data for visited audiences both Advertisers and publishers’ websites.
Previously, it was not easy to use both datasets in a privacy-safe manner, as it would involve publishers sharing user information directly with advertisers.
Advertisers and publishers will now be able to activate encrypted first-party information unique to their sites through aggregation.
This process ensures that no user-level data is shared between parties. Google says the information is only readable and meaningful in the limited context of their direct relationship.
In a blog post, Google noted:
“PAIR enables advertisers to connect more closely with their known audiences while avoiding tracking individuals across the web. As a result, advertisers can show relevant ads to some of the most interested audiences, helping improve ad performance and achieve marketing goals, while respecting People’s privacy expectations.”
What does PAIR mean to businesses?
For businesses, this update to Google Display & Video 360 means they can use data collected first-hand to target ads to relevant audiences across the web.
With PAIR, businesses can more effectively target ads to people they share information with, such as past buyers and people on email lists.
PAIR can also be used to serve ads to cart abandoners and prevent people from seeing ads for products they’ve already purchased.
By introducing a secure and privacy-preserving way to combine first-party data from advertisers and publishers, Google aims to address concerns about the use of pooled data.
“76% of advertisers and agencies discover ID usage based on aggregated data from a regulatory perspective.
That’s what makes PAIR different: it doesn’t require aggregating audience data. Instead, each advertiser and publisher will maintain ownership and control of their data. “
PAIR helps ensure that users are only shown ads from advertisers and publishers with which they have a direct relationship.
Google says this practice allows you to trust your brand. You don’t serve ads to people you haven’t interacted with, which is seen as a less intrusive way to advertise.
How do advertisers and publishers connect their data?
Advertisers and publishers can use cleanrooms to connect their data. The clean room ensures that any data shared by advertisers and publishers remains safe, and only encrypted data is shared with Google for reconciliation.
Google is working with three cleanroom vendors Habu, InfoSum and LiveRamp.
In addition to facilitating data connectivity, the clean room also helps manage the upload and encryption process, meaning advertisers and publishers don’t have to manage it themselves.
Brands and publishers with first-party data are advised to contact their Display & Video 360 representative to learn more about using PAIR.
resource: Google
Featured image: Screenshot from blog.google/products/marketingplatform/360/engage-your-first-party-audience-in-display-video-360/, October 2022.