{"id":6272,"date":"2022-10-07T21:19:20","date_gmt":"2022-10-07T21:19:20","guid":{"rendered":"https:\/\/craighordlow.com\/index.php\/2022\/10\/07\/2-new-google-display-video-360-audience-solutions\/"},"modified":"2022-10-07T21:19:20","modified_gmt":"2022-10-07T21:19:20","slug":"2-new-google-display-video-360-audience-solutions","status":"publish","type":"post","link":"https:\/\/craighordlow.com\/index.php\/2022\/10\/07\/2-new-google-display-video-360-audience-solutions\/","title":{"rendered":"2 new Google Display &amp; Video 360 audience solutions"},"content":{"rendered":"<p>Google just announced two new updates regarding first-party data and machine learning with Display and Video 360. The two new updates are optimized targeting and Exchange Provided Identifier, also known as EPID. <\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_81 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/craighordlow.com\/index.php\/2022\/10\/07\/2-new-google-display-video-360-audience-solutions\/#Optimized_targeting\" >Optimized targeting<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/craighordlow.com\/index.php\/2022\/10\/07\/2-new-google-display-video-360-audience-solutions\/#EPIDs\" >EPIDs<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"Optimized_targeting\"><\/span>Optimized targeting<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Optimized targeting helps advertisers expand their reach across relevant audiences and increase ROI by finding new and relevant customers likely to convert within their campaign goals. Campaign settings, such as manually-selected audiences including first-party data and Google audiences, influence the machine learning algorithm. Optimized targeting then uses machine learning to expand reach across other relevant groups without relying on third-party cookies. <\/p>\n<p>Optimized targeting reaches the people who are most likely to drive impressions, clicks, or conversions as they are defined and customized by the advertiser. <\/p>\n<p><strong>Early testing.<\/strong> Early tests found that advertisers who used optimized targeting saw a 25% improvement in their campaign objectives when using Google audiences and typically see a 55% improvement when using first-party data.<\/p>\n<p><strong>Launch and availability. <\/strong>Optimized targeting is currently available for YouTube Video Action campaigns and will expand to all display and video campaigns in the coming months. When they are launched, new eligible display and video campaigns will be opted in and will have an option to opt-out. <\/p>\n<hr class=\"wp-block-separator has-text-color has-background has-cyan-bluish-gray-background-color has-cyan-bluish-gray-color\">\n<p><!-- START INLINE FORM --><\/p>\n<div class=\"nl-inline-form border py-2 px-1 my-2\">\n<div class=\"row align-items-center\">\n<div class=\"col-12 col-lg-3 col-xl-4 pe-md-0 pb-2 pb-lg-0\">\n<p class=\"inline-form-text text-center mb-0\">Get the daily newsletter search marketers rely on.<\/p>\n<\/p><\/div>\n<div class=\"col-12 col-lg-7 col-xl-6  pe-lg-0\">\n<div class=\"form-nl-inline\">\n<div class=\"row g-0\">\n<div class=\"form-group col-12 col-lg-8 mb-0\"><\/div>\n<div class=\"col-12 col-lg-4 col-xl-4 mb-0\">\n<div class=\"d-none\">\n<p>Processing\u2026Please wait.<\/p>\n<\/div>\n<p>\t\t\t\t\t\t\t<button class=\"btn btn-dark inlineButton w-100 rounded-0 font-weight-bold\" type=\"submit\" name=\"submit_button\">SUBSCRIBE<\/button>\n\t\t\t\t\t\t<\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<div class=\"col-12 col-lg-2 col-xl-2 ps-1\">\n<p class=\"text-center mb-0\"><a class=\"nl-terms\" href=\"https:\/\/searchengineland.com\/termsofuse\" target=\"_blank\" rel=\"noopener noreferrer\">See terms.<\/a><\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n<p><!-- END INLINE FORM --><\/p>\n<hr class=\"wp-block-separator has-text-color has-background has-cyan-bluish-gray-background-color has-cyan-bluish-gray-color\">\n<h2><span class=\"ez-toc-section\" id=\"EPIDs\"><\/span>EPIDs<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>EPIDs provide Display &amp; Video 360 with new signals which will be used to automatically future-proof frequency management tools. In the future, EPIDs will be powering a variety of other marketing use cases in Display &amp; Video 360 with no action required by advertisers.<\/p>\n<p><strong>Expanding on PPIDs. <\/strong>EPIDs expand on PPIDs, which are Publisher Provided Identifiers that became available to use last year. PPIDs allow publishers to send Google Ad Manager a first-party identifier for marketing use cases. The update makes EPIDs available to more exchanges, publishers, or vendors looking to share their first-party identifiers with Display &amp; Video 360\u2019s backend to improve the quality of programmatic ads served on their respective properties.<\/p>\n<p><strong>Launch and availability. <\/strong>EPIDs will be used to inform Display &amp; Video 360 users\u2019 frequency management solutions &#8220;in the coming months.&#8221; <\/p>\n<blockquote class=\"wp-block-quote\">\n<p>This will ensure brands can continue avoiding ad repetition while maximizing reach efficiency even when third-party cookies go away. Advertisers won\u2019t have to make any changes in their account since EPIDs will be organically embedded in Display &amp; Video\u2019s technology. Brands and agencies will automatically benefit from EPID when setting\u00a0<a href=\"https:\/\/support.google.com\/displayvideo\/answer\/2696786\" target=\"_blank\" rel=\"noreferrer noopener\">frequency goals<\/a>.<\/p>\n<p>In the near future, EPID will be used as a signal for building Google audience segments in Display &amp; Video 360. This will give advertisers a chance to deliver more personalized ads on publishers\u2019 sites for which EPIDs are received. Down the line, EPID will also help brands unlock other core advertising functionalities, like cross-device reach on a domain by domain basis, and invalid traffic prevention in a privacy-safe way.<\/p>\n<\/blockquote>\n<p><strong>Why we care.<\/strong> If you&#8217;re a publisher, these changes will allow you to reach more audiences, deliver relevant ads, and ensure that everyone&#8217;s information and privacy are kept intact. These programmatic options are steps in the direction of a cookieless future while still allowing you to serve successful programmatic ad campaigns. <\/p>\n<p>The post <a rel=\"nofollow noopener\" href=\"https:\/\/searchengineland.com\/2-new-google-display-video-360-audience-solutions-388582\" target=\"_blank\">2 new Google Display &amp; Video 360 audience solutions<\/a> appeared first on <a rel=\"nofollow noopener\" href=\"https:\/\/searchengineland.com\/\" target=\"_blank\">Search Engine Land<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Google just announced two new updates regarding first-party data and machine learning with Display and Video 360. The two new updates are optimized targeting and Exchange Provided Identifier, also known as EPID. Optimized targeting Optimized targeting helps advertisers expand their reach across relevant audiences and increase ROI by finding new and relevant customers likely to convert within their campaign goals. Campaign settings, such as manually-selected audiences including first-party data and Google audiences, influence the machine learning algorithm. Optimized targeting then uses machine learning to expand reach [&hellip;]<\/p>\n","protected":false},"author":0,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"h5ap_radio_sources":[],"cybocfi_hide_featured_image":"","footnotes":""},"categories":[1],"tags":[],"class_list":["post-6272","post","type-post","status-publish","format-standard","hentry","category-best-seo-blogs"],"featured_image_src":null,"featured_image_src_square":null,"author_info":{"display_name":false,"author_link":"https:\/\/craighordlow.com\/author\/"},"_links":{"self":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts\/6272","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"replies":[{"embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/comments?post=6272"}],"version-history":[{"count":0,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts\/6272\/revisions"}],"wp:attachment":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/media?parent=6272"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/categories?post=6272"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/tags?post=6272"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}