Google display ads get more personal with new targeting technology

Google is implementing a way to use first-party data to deliver more personalized ads through Display & Video 360 without third-party cookies.

A new solution called Publisher Advertiser Identity Reconciliation, or PAIR, reconciles the proprietary data of audiences that have visited both the site of an advertiser and a publisher.

Previously, it wasn’t easy to use both data sets in a privacy-safe way, as it involved publishers sharing user information directly with advertisers.

Now, advertisers and publishers will be able to activate encrypted source information that is unique to their sites through aggregation.

This process ensures that user-level data is never shared between the parties. Google says that the information is only readable and meaningful in the limited context of its direct relationship.

In a blog post, Google states:

“PAIR gives advertisers the ability to connect more closely with their known audiences, while avoiding people tracking across the web. As a result, advertisers are able to show relevant ads to some of their highest intent audiences, helping to increase ad performance and achieve marketing goals while respecting people’s expectations of privacy.”

What does PAIR mean for companies?

For businesses, this update to Google Display & Video 360 means they can use first-hand data to target relevant audiences across the web.

With PAIR, businesses can more effectively target people who have shared information with them, such as past buyers and people on an email list.

PAIR can also be used to show ads to cart abandoners and prevent people from seeing ads for a product they already purchased.

By introducing a secure and privacy-preserving way to combine first-party data from advertisers and publishers, Google aims to address concerns about the use of aggregated data.

“Seventy-six percent of advertisers and agencies believe that the use of IDs is based on aggregated data that is of concern from a regulatory perspective.

That’s why PAIR is different: it doesn’t require audience data pooling. Instead, each advertiser and publisher will retain ownership and control of their data.”

PAIR helps ensure that users are only shown ads from advertisers and publishers with whom they have a direct relationship.

Google says this practice can instill trust in your brand. You will not post ads to people who have not interacted with you, which is considered a less intrusive way to advertise.

How do advertisers and publishers connect their data?

Advertisers and publishers can use clean rooms to connect their data. Clean rooms ensure that all data shared by advertisers and publishers remains secure, and only encrypted data is shared with Google for reconciliation.

Google has partnered with three cleanroom providers, Habu, InfoSum, and LiveRamp.

In addition to making it easy to connect data, cleanrooms help manage the upload and encryption process, which means advertisers and publishers don’t have to manage it alone.

Brands and publishers with proprietary data are encouraged to contact their Display & Video 360 representatives for more information on using PAIR.


Font: Google

Featured Image: Screenshot from blog.google/products/marketingplatform/360/engage-your-first-party-audience-in-display-video-360/, October 2022.