As digital platforms work to find new, privacy-safe solutions for ad targeting, in line with rising consumer expectations, Google has developed a new process for Display and Video 360 campaigns which will facilitate personalized ad targeting on chosen websites, especially on those where consumers have given explicit permission for both advertising brand and the host site to reach them.

Non-Political Campaigning

Fortunately for those wondering, it’s actually not as convoluted as it may sound – here’s how it works: Google developed a new process that it calls Publisher Advertiser Identity Reconciliation, or ‘PAIR’ for short. With PAIR, advertisers can reach users that have provided their contact information on the sites that they’ve also visited and given permission to.

As Google explains:

“For example, imagine you’re a shoe retailer and a group of people have signed up to 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.”

Simply put, it’s cross-matching the databases of the advertiser and the ad platform to facilitate direct targeting. Google’s overview also uses a process called ‘Clean Rooms’, which helps manage the data upload and encryption process. Google, Facebook, and Amazon have all used Clean Room processes for years to ensure that no user-level data is directly shared between parties, while the aggregated data is only ever usable by the associated business/platform. Now, the same is being added to Display and Video 360 campaigns too, which should help reinforce any hesitations with privacy concerns.

Essentially, you’ll be able to show your ads to people who’ve got an existing relationship with you and the ad hosting site, which is likely to be quite the number of people, considering the number of visitors some of the top publisher pages get. An expanded process like this should also help discover new pathways to replace cookie tracking, seeing as how the element would one day be fully expunged from Google and perhaps every other site that uses them.

The Wrap

It’s an interesting solution to the challenges of data privacy in ad targeting and in connecting with relevant audiences without accessing each system’s data. It’s not the solution that will facilitate full audience targeting within this more advanced data privacy state, however. Regardless, it’s another of the many options being tested by Google, which, cumulatively, should eventually facilitate or open up new options while safeguarding your information.

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Sources 

https://bit.ly/3TiTVO2