Explore New Technologies to Protect Privacy
When it comes to privacy, people want to be in control. New regulatory and technology platform standards are empowering users while challenging the digital marketing approaches businesses have used for decades. At Google, we're innovating our audience solutions to help brands engage the right people at the right time while protecting user information.
Being prepared in terms of privacy gives your brand a competitive advantage. A recent study showed that providing a positive privacy experience can increase brand preference share by 49%. The following three audience strategies can help achieve results while ensuring customers' privacy expectations are met.
Strengthen your direct relationships with your customers
Today, 66% of users in surveyed countries think it is important to have a personalized experience with a brand. Forward-thinking businesses that want to better understand customers' needs and deepen their relationships with them are building measurement infrastructures that can deliver relevant ads and resilient performance based on validated first-party data. It does.
With solutions like PAIR, brands can meaningfully connect with their most valuable customers at scale without having to use third-party cookies.
In addition to tools like Customer Match and advanced conversions, Google continues to improve its first-party data solutions.
The recently announced Publisher Advertiser Identity Reconciliation (PAIR) solution in Display & Video 360 gives advertisers and publishers the option to securely and privately reconcile first-party data to reach audiences who have visited both the advertiser's and the publisher's site .
This means brands can meaningfully connect with their most valuable customers at scale, without the need for third-party cookies.
“LiveRamp is excited to implement PAIR in Safe Haven and bring it to our 450+ marketers and 11K+ publisher domains,” Scott Howe, CEO of data activation platform LiveRamp, said in an email. "They recognize there is no silver bullet for the end of the cookie era and are looking for solutions that prioritize privacy while improving customer experience."
Multiply your customer connections with Google's AI
To get in front of your customers in the right place, you need to follow needs as they arise. Google's AI can help you grow your business to be ready for what comes next.
Our machine learning models are developed and refined over years of performance measurements to identify patterns and make audience predictions based on them.
When you combine your advertising intelligence with Google's AI-powered insights, you can market to keep pace with consumers while protecting users' privacy.
Advertisers using optimized targeting on Google display ads see an average 50% increase in conversions with a comparable return on investment.
For example, optimized targeting helps you reach new, relevant audiences that are likely to convert. Our systems sustainably do the heavy lifting of finding additional customers, helping you create the next wave of growth in your defined ROI.
Advertisers using optimized targeting on Google display ads see an average 50% increase in conversions, with a comparable ROI. Advertisers using optimized targeting with first-party audiences in Display & Video 360 can also see an average 55% increase in conversions.
Brands like Korean education platform Real Class saw 149% more conversions at a 23% lower cost per acquisition by using optimized targeting with transactional video campaigns.
Explore new technologies to protect privacy
As privacy expectations continue to rise, 85% of users globally want brands to invest in privacy-protecting technologies.
That's why Chrome and Android continue to support key marketing use cases, such as helping you reach the right audiences based on their interests while improving online privacy by collaborating with the industry on the Private Sandbox initiative.
Google Ads and Display & Video 360 are running global experiments on interest-based advertising that uses a combination of privacy-preserving alternatives to third-party cookies. These alternatives include contextual and geography-based signals, publisher-provided identifiers (PPIDs), and the Private Sandbox-recommended Topic API.
Topics are ad categories that represent broad areas of interest, such as "Travel & Transportation" or "Photography," that users can easily control or turn off in their Chrome browser. Such innovations in interest-based ads and other first-party signals can improve privacy, helping marketers and publishers succeed without third-party cookies or “digital fingerprinting.” Digital fingerprinting means collecting data about a device to identify the owner of the device, often without the owner's knowledge or consent.
As part of our commitment to providing regular updates to the industry, google will continue to engage with the UK Competition and Markets Authority over the coming months and will soon announce the results of testing using traffic from the Private Sandbox Topics API's source trial.
Google also integrating with the FLEDGE API for remarketing use cases and hope to share our findings later this year.
Join Google on the path to more personalized advertising experiences
More than ever, our industry must unite and embrace resilient audience strategies that raise the bar on user privacy. We're working with advertisers and industry organizations around the world to make sure these new audience solutions work for everyone.
For example, we partnered with the U.S. Association of National Advertisers to gather feedback from top industry leaders on our roadmap for privacy-protecting audience tools. We will continue to collaborate across the industry to ensure the future of effective, privacy-first advertising.
Start driving results today and be prepared for tomorrow by adopting these powerful and durable audience strategies that raise the bar on privacy and deliver results for your business.
