Recently, Google brought senior marketers & agency leaders together to discuss priorities, challenges, goals, & product roadmaps. This is what we heard:
Privacy is at the core. My Ad Center is accessible to all to control PII / ad experiences.
Expect more from Chrome’s Privacy Sandbox, e.g. Topics API, for audience activation.
… all underpinned by privacy-forward solutions within GMP & Google Cloud. GA4 is purpose-built with a “consent first” approach.
Overheard: Media buyers have mixed feelings about Google Ads PerformanceMax (PMax) campaigns, which automate media fluidly across Google O&O. Control is limited, yet PMaxDR results have been strong. Expect PMax to be a Google focus with A/B testing, insights, and brand awareness optimization on the way. PMax is coming to GMP: SA360 soon, DV360 TBD.
“YouTube makes a compelling case to be the starting point of multi-screen video planning, powered by industry-leading reach on relevant, suitable, and shoppable video content, with privacy-forward addressability and measurement.”
Overheard: Senior marketers need help proving the value of branding to earn more budget.