Google Ad Manager is introducing new sellside audience curation capabilities, enabling agencies to buy curated audiences and inventory packages to better reach their target audiences.
Benefits of New Curation Capabilities
- Greater Transparency: Enhanced transparency as third-party signals become less available.
- Improved Targeting and Safety: Better contextual targeting and brand safety visibility.
- Higher Match Rates: Increased accuracy in reaching desired audiences.
- Better Forecasting and Budget Management: Clearer forecasting and budget management across DSPs.
Launch and Rollout
- Initial Launch: North America with multiple data providers.
- Global Rollout: Early next year.
Enhanced Tools for Agencies
- Optimized Workflows: Improved tools for workflow optimization, forecasting, and managing direct deals with publishers.
- Simplified Operations: Google Ad Manager handles billing, eliminating the need for separate invoices or payment processes.
Addressing Fragmentation in Digital Advertising
- Challenges: Reaching the right audiences across a fragmented internet, especially with inventory like Connected TV.
- Solution: New curation capability simplifies discovering and activating ideal inventory, connecting with trusted partners, and exploring curated inventory packages.
Supported Data Providers
- Current Support: Audigent, IAS, Liveramp, Lotame, Multilocal, Permutive, PrimeAudience, and Scope3.
Streamlined Programmatic Buying
- Unified UI: Agencies can report and analyze campaigns across participating DSPs.
- Centralized Capabilities: Discovery, forecasting, and packaging capabilities across all participating DSPs.
- Direct Negotiations: Single deal ID for Preferred Deals and Private Auctions via Display & Video 360 and Yahoo, with more DSP support coming soon.
Ongoing Support
- Agency-Publisher Relationship: Continuous exploration of ways to support the relationship and enhance curation.
- Future Updates: Agencies can stay informed by speaking with their Google representative.
