Enrich the performance of your streaming ads with first-party data
The advertising industry as a whole continues to look for ways to more accurately reach audiences while respecting people’s privacy. Many CTV publishers have been investing in first-party data for years, making Publisher Advertiser Identity Reconciliation (PAIR) a valuable and durable solution in the streaming space. PAIR provides a privacy-focused way for advertisers and publishers to securely reconcile their first-party data, which enables marketers to show relevant ads to high-intent audiences, like past purchasers. So far, PAIR has delivered strong results for advertisers, and according to LiveRamp, PAIR audiences enable 11% incremental reach compared to cookie-based lists. Publishers like NBCUniversal and Disney, alongside clean room providers like LiveRamp and Infosum, are embracing PAIR, signaling a strong appetite among the industry.
To further scale this privacy-forward solution, we’re collaborating to build open standards and contributing the PAIR protocol to the IAB Tech Lab. This will enable ad tech companies — and the industry as a whole — to adopt privacy-forward audience solutions that benefit everyone.
“We’re eagerly looking forward to ushering the PAIR protocol into an open industry standard,” says Shailley Singh, EVP, Product, and COO, IAB Tech Lab. “It’s a big step towards making privacy-enhancing technologies mainstream in the programmatic supply chain.”
Streamline your streaming with Google AI
The rise of programmatic advertising brought efficiency to media buying but it’s time to evolve even further. We’ve heard from marketers and their media agencies that they expect a simpler, more intuitive DSP experience. So we’re continuing to make Google AI an essential part of Display & Video 360, seamlessly integrating it into your workflows and bringing generative AI capabilities.
One of the first places you’ll see generative AI show up as a helpful collaborator in Display & Video 360 is in setting up your audience strategy with a feature called audience persona. Describe your ideal audience and audience persona instantly generates a combination of audience segments that matches your goals. This tool helps agencies easily select the right audience lists from thousands of options, while also uncovering new, high-potential audiences to improve reach and deliver better results for clients. Google AI offers suggestions, but advertisers always have the final say — they can readily edit the generated selection for full control over their campaigns. Audience persona launches this summer, starting with Google audience and demographic segments.