Power your streaming advertising performance with first-party data
The entire advertising industry 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 ID Adjustment (PAIR) a valuable and durable solution in the streaming space. PAIR provides a privacy-friendly way for advertisers and publishers to securely match first-party data. This allows marketers to show more relevant ads to engaged audiences, including past buyers. So far, PAIR has delivered great results for advertisers, with LiveRamp saying PAIR audiences are allowing him 11% incremental reach compared to his cookie-based lists. Publishers such as NBCUniversal and Disney have adopted his PAIR alongside cleanroom providers such as LiveRamp and Infosum, demonstrating strong industry appetite.
To further extend this privacy-focused solution, we are collaborating on an open standard and contributing the PAIR protocol to the IAB Tech Lab. This will enable ad tech companies, and the industry as a whole, to implement privacy-focused audience solutions that benefit everyone.
“We are really looking forward to bringing the PAIR protocol to an open industry standard,” said Shailley Singh, VP of Products and COO, IAB Tech Lab. “This is a major step toward making privacy-enhancing technology mainstream in the programmatic supply chain.”
Streamline your streaming with Google AI
The rise of programmatic advertising has brought efficiencies to media buying, but it's time for more. We hear from marketers and their media agencies that they expect a simpler, more intuitive DSP experience. That's why we'll continue to make Google AI an integral part of Display & Video 360, seamlessly integrating it into your workflows and delivering generative AI capabilities.
The first place AI generated in Display & Video 360 becomes a helpful collaborator is when you set up your audience strategy using a feature called audience personas. Describe your ideal audience and audience personas, and we'll instantly generate a combination of audience segments that fit your goals. This tool allows agencies to easily select the right audience list from thousands of options, while discovering new potential audiences to improve reach and deliver better results for clients. Masu. Google AI provides suggestions, but the final decision is always with the advertiser, who can easily edit the selections generated and have full control over their campaigns. Audience Personas will launch this summer with Google Audiences and Demographic Segments.
