Google Introduces New Ways For Publishers To Activate First-Party Data

Google unveils a new way for publishers to utilize first-party data for targeted advertising. Digital advertising is changing rapidly, and user privacy is at the heart of this change. Publishers, advertisers, and technology providers are rethinking and reimagining how they handle and use user activation to better protect people’s privacy online.

Google’s new offering lets publishers share Publisher-provided identifiers (PPIDs) with Google’s programmatic demand to improve their ad campaigns, targeting, and advertising experiences. Steve Swan, Product Manager, Google Ad Manager said in an announcement.

“By helping publishers expand the use of their first-party identifiers to more transaction types, like the Open Auction, our partners will be able to show ads that are more relevant to their audiences, which will increase the value of their programmatic inventory,” 

What Is PPID?

As defined by Google in a blog post, Publisher provided identifier (PPID) allows publishers to send Google Ad Manager an identifier for use in frequency capping, audience segmentation, and targeting, sequential ad rotation, and other audience-based ad delivery controls across devices.

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The New System And Its Functioning

Publishers and advertisers will benefit from the new PPID sharing option because it helps protect their privacy.

• Google Ad Manager turns PPIDs into per-publisher partitioned IDs before sharing them with Google Demand, so users cannot be identified across different publishers’ sites and apps.
• As a result, Google Ads and Display & Video 360 collate anonymized data from publishers as a way to build audience segments. 
• Advertisers can programmatically deliver relevant ads to publishers’ sites and apps using these segments based on first-party data.
• Furthermore, Publishers can earn more revenue in the auction while the data allows advertisers to unlock options, such as cross-device reach, frequency management, and creative optimization, without relying on cookies or other identifiers.

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Why Is This New Update From Google Important?

Steve Swan, Product Manager, Google Ad mentioned that Google prioritized this product area based on partner feedback. It will continue to create features that provide publishers with the data and identity tools they require to prepare and grow their businesses.

“Investing in first-party data is a privacy-forward way that publishers can increase the value of their programmatic inventory now and in the future.”

This move could help news outlets recoup some of the lost revenue from Google’s other policies in light of Google’s tumultuous relationship with publishers. This feature enables publishers to control what data is passed and to which bidders they send signals. The Ad Manager only routes signals on behalf of publishers, but it will not be able to read them. Likewise, advertisers who advertise on these publications can show a more targeted and useful inventory to readers while maintaining the privacy of users.

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