Google adds new options for Ad Targeting

by | Oct 12, 2022

Google comes up with new Ad Targeting solutions for Your Display and Video 360 Campaigns

Google has consistently been working on devising new ways to simplify ad targeting. Here’s what’s new!

To enable ad targeting on particular websites where users have willingly provided permission for both the advertising brand and the host site to reach them, Google has devised a new approach for Display and Video 360 campaigns. 

“Publisher Advertiser Identity Reconciliation, or PAIR, is a new solution that allows publishers and advertisers to securely and privately reconcile their first-party data for audiences who have visited both an advertiser’s and a publisher’s site.”

In Simple Words,

Google has created a brand-new method called Publisher Advertiser Identity Reconciliation, or simply “PAIR.”

PAIR will enable advertisers to connect with users who have provided them with their contact information on websites they have also visited and provided access to information.

The Company Explains:

“Imagine you’re a shoe retailer and a group of people has signed up for your store’s mailing list. Separately, these same people on your list have also shared their email addresses with a publisher when browsing content online. With PAIR, you will be able to reach these people with relevant ads on that publisher’s website, because they have an existing relationship with you and with the publisher.”

So basically, PAIR enables advertisers to interact more directly with their target audiences while preventing online user monitoring. Subsequently, advertisers will be able to target some of their highest-intent audiences with relevant ads while still upholding consumers’ expectations for privacy.

This helps to improve advertising performance and accomplish marketing goals.

This overview shows that the procedure also makes use of “Clean Rooms,” which facilitates the data upload and encryption process. It makes sure that no user-level data is ever directly exchanged between parties and that only the associated company or platform may ever make use of the aggregated data. It is now included in campaigns for Display and Video 360.

In essence, you’ll be able to display your advertisements to individuals who already know you and the ad hosting site, which is probably a large number of people given the number of users who frequent some of the busiest publisher pages.

It will help with the problems with data privacy in ad targeting and reaching out to the right audiences without gaining access to the data of each system. In this more sophisticated data privacy condition, however, it is not the answer that will enable complete audience targeting.