Google’s Publisher Advertiser Identity Reconciliation (PAIR) protocol is now available for all advertisers using Display & Video 360, enhancing the connection between first-party data and top publishers while prioritizing user privacy. This protocol allows advertisers to deliver relevant ads without sharing sensitive information, thus keeping first-party data secure.
The digital advertising landscape is shifting towards user control and privacy, with PAIR being adopted as an industry standard by the IAB Tech Lab. Over 20,000 publisher domains are already utilizing PAIR, including major partners like NBCUniversal and Disney. Retailers like Albertsons are leveraging PAIR to enhance customer experiences, while Hyundai reported an 8% reduction in cost-per-reach for its CTV campaign using PAIR audiences.
To further enhance audience strategies, advertisers can connect their BigQuery and Google Analytics accounts to Display & Video 360, which has proven effective for Mitsubishi Motors, achieving a 14x increase in conversion rates. Customer Match and Google-engaged Audiences can help re-engage users, while signals like Publisher Provided Identifiers (PPID) and Exchange Provided ID (EPID) improve ad quality and boost ROI by an average of 7% and publisher revenue by 20%.
Google AI solutions within Display & Video 360, such as optimized targeting and enhanced automation, help advertisers analyze fragmented signals for better campaign performance. Advertisers using optimized targeting see a 25% boost in campaign objectives with Google audiences and 54% with first-party audiences. Enhanced automation can lead to a 60% lower median CPA, and using both solutions together results in a 10% lower CPA compared to using one alone.
