November 30, 2022 - As the world of digital advertising evolves, it is becoming increasingly important for marketers to stay ahead of the curve while also ensuring customers get what they want without having their privacy violated.
One of the most important things customers consider when buying from a company is whether the brand will offer them a personalized experience. As such, advertisers require simple but powerful advertising solutions that offer them AI and machine learning capabilities as well as first-party data solutions to help them more easily achieve their advertising goals.
That is where Google’s Display & Video 360 comes in.
What is Display & Video 360?
Display & Video 360 is a Google platform that allows teams to plan, create, and set up digital advertising campaigns. With the help of this tool, marketers can design ad creatives, organize the data of their target audience, purchase inventory, and optimize ad campaigns.
Display & Video 360 allows teams to share ad campaign data and insights and enables them to collaborate across various disciples. In addition, marketers can also determine how their budget will be spent and where their ads will be running. It also allows marketers to automate bidding and optimization tasks and view reporting and recommendations that allow you to achieve your goals.
New Audience Solutions in Display & Video 360
Last month (October 2022), the team at Google announced that Display & Video 360 has further increased its capabilities with the release of two new upgrades related to machine learning and first-party data — optimized targeting and Exchange Provided Identifier, also known as EPID.
Optimized Targeting
If you want to be a successful advertiser, you need to reach a wide number of people. This is where optimized targeting serves its purpose.
The new feature helps marketers to widen their reach across the relevant audience and increase the potential of return on investment by finding relevant new audiences that are more likely to fulfill the brand’s objectives and convert.
The optimized targeting options consist of campaign settings, including manually-selected audiences like Google audiences and first-party data, that influence the ML algorithm. The optimized targeting feature will then leverage machine learning to expand its reach across relevant audience groups without having to depend on third-party cookies.
Since optimized targeting is based on the same goals as Google’s custom and automated bidding solutions, it can help find people who are most likely to drive impressions, clicks, or conversions. As such, this leads to a better performance of ads.
According to the team at Google, advertisers who used the new optimized target tool saw a 25% improvement in their campaign objectives when using Google’s audience. On the other hand, they saw a 55% improvement when using first-party data.
Currently, optimized targeting is available for YouTube Video Action campaigns and will be available for all display and video campaigns in early 2023.
Exchange Provider Identifier (EPID)
Exchange Provider Identifier is the second new upgrade by Google and equips Display & Video 360. The tool will ensure marketers avoid the repetition of ads while also ensuring each ad achieves its maximum reach efficiency and does not have to rely solely on third-party cookies. Marketers will not need to make any changes in their accounts since EPIDs will be embedded into the Display & Video 360 technology. Hence, marketers will automatically benefit from this new upgrade when they set their frequency goals.
EPIDs expand the functionalities of Publisher Provided Identifiers (PPIDs) that were released in 2021. PPIDs is a technology that allows publishers to send a first-party identifier for marketing use cases to Google Ad Manager. This new update makes EPIDs available to more publishers, vendors, and exchanges who are looking to share their first-party identifiers with Display and Video 360s in order to improve the quality of the ads.
Another purpose of EPID will be to serve as a signal for creating audience segments in the Display & Video 360 platform. This will provide marketers with the opportunity to deliver highly personalized ads on publisher’s websites and apps for which EPIDs will be received.
The program will also allow brands to access a number of key advertising functions and options, including cross-device reach on the basis of domains. In addition, it will also result in an increase in privacy by preventing invalid traffic.
EPIDs will be available as a frequency management solution in the coming months, according to the team at Google.
Bottom Line
Currently, the team at Google is continuing to create Display & Video 360 solutions that will increase the capacity of marketers to reach a wider range of audiences and deliver more targeted and personalized ads while safeguarding the privacy and safety of the customer online. Optimized targeting and EPID are just two new tools that are being created for programmatic buyers, and are a step towards a cookie-free future that will allow marketers to create successful programmatic ad campaigns with better ROI.
Are you interested in knowing more about optimized targeting and Exchange Provider Identifier from Display & Video 360? At Napkyn, we understand that not all our clients have the expertise necessary to leverage the new audience solutions with this powerful Google tool.
Reach out to us today to schedule an executive consultation.
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