Interactive Advertising Bureau

Targeting Solutions

Jun 05,2024
Helen Mussard

Foundations for durable ads performance

Now is more important than ever to lean into AI. Platform shifts, such as Chrome’s plans to deprecate third-party cookies, require businesses to adopt new ways to meet their marketing objectives.

That’s why we’ve been innovating our ad platforms, actively testing the Privacy Sandbox APIs alongside other privacy-preserving signals. To help you reach the right customers and measure results with confidence, implementing solutions like the Google tag will be critical.

This chart offers you a privacy deep-dive into those familiar tips that, together with additional optimizations, can protect your performance today.

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Targeting solutions

Google Ads - Customer Match

An audience solution that matches Google users against the marketer’s own first-party data, helping them to reach their customers across Search, Gmail, Shopping, YouTube, and Discovery campaigns.

Customer Match relies on first-party data that the customer owns. Customers can upload their consented first-party user data, which is hashed to protect data privacy. Customer Match data also informs modelling and automated campaigns (e.g. Performance Max). Leveraging first-party data to reach existing customers and finding new ones on Google’s owned  and operated properties is key to achieving sustainable long-term growth.

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Google Ads - Optimized Targeting

Reach new and relevant audiences across Google display campaigns, Discovery, and YouTube Video Action with ease, powered by our privacy forward machine learning models. Optimized targeting builds off of existing targeting inputs – such as the campaign’s core audiences or your own first-party data – to find new, high-performing Google audiences for you.

Optimized targeting ensures advertisers are prepared for a world with limited third-party cookies and identifiers. It is an effective strategy to mitigate iOS14 targeting impact that no longer allows remarketing and customer match data, cookie loss, and additional technology changes.

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DV360 - PAIR - Publisher Advertiser Identity Reconciliation

Publisher Advertiser Identity Reconciliation, or PAIR, is a new solution that gives publishers and advertisers the option to securely and privately reconcile their first-party data for audiences who have visited both an advertiser’s and a publisher’s site. Through PAIR, advertisers and publishers can leverage the direct relationships with their users to bring them highly relevant ads while ensuring their data remains secure and private via advanced data encryption methods without the reliance of third party cookies. They will also maintain ownership and full control of the data they share; data is encrypted and PAIR doesn’t pool audience data.

PAIR is not a replacement for third party cookies and is built to respect privacy expectations and does not allow for tracking people across the web. It is designed for use with all types of inventory.

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Enhanced automation

Enhanced automation helps you improve your campaign performance by using Google’s artificial intelligence (AI) technology to learn from aggregated click, conversion, and impression signals to predict the optimal bid for each impression.

You can use enhanced automation to:

  • Optimize campaign performance: Accessing advanced optimization models powered by Google’s AI can help make optimal bids to help improve campaign performance.
  • Fill signal gaps: Enhanced automation can help fill signal gaps when third-party cookie signals aren’t available.

You can control which specific advertisers use enhanced automation. You can turn on enhanced automation at the partner, advertiser, and insertion order level

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Google Ad Manager - Publisher Provided IDs (PPID)

The Publisher provided identifier (PPID) allows publishers to send Google Ad Manager an identifier for use in frequency capping, audience segmentation and audience targeting, sequential ad rotation, and other audience-based ad delivery controls across devices. Passing PPID can be particularly beneficial in cases where the publisher has a consistent identifier across different devices (i.e. signed in traffic) or for environments where third-party cookies are not available such as web browsers currently restricting the use of third-party cookies (e.g. Safari, Firefox) , server-side implementations and Connected TV environments. 

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Google Ad Manager - Publisher Provided Signals

Publisher Provided Signals (PPS) is a new feature, currently in beta, to help increase programmatic monetization. It aims to unlock the use of publishers’ first-party audience and contextual data, helping publishers scale their first-party data to improve programmatic monetization. With PPS publishers can categorise their first-party data into consistent audience or contextual segments and then share these signals with programmatic buyers. These signals make it easier for programmatic buyers to find and purchase audiences based on things like demographics, content interests or purchase intent across multiple sites and apps without tracking people’s activity in apps or across the web.

We are integrating the IAB Tech Lab’s Seller Defined Audiences into this solution. Publishers can use the IAB’s Audience Taxonomy and Content Taxonomy to share signals with Google Ads and Display & Video 360. 

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Google Ad Manager - Secure Signals

Publishers can share secure signals on RTB requests with the third-party bidders they choose. These signals can be created through a signal collection script or adapter provided by a bidder or third party that the publisher chooses to work with.

The publisher is ultimately responsible for what information their chosen signals contain. The signals must be obfuscated before sending them to Google. Secure signals will only be shared at the publisher’s explicit instruction and only with bidders the publisher has allowed to receive the signals. At no point will information contained in the signals be visible or readable by Google or its platforms.

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Google Ad Manager - Technical Ad Delivery/Limited Ads

Technical ad delivery gives IAB TCF publishers the ability to serve a reservation ad in the absence of consent or legitimate interest for standard TCF purposes. 

Google’s Technical ad delivery solution relies on IAB TCF Special Purpose 2, which allows the use of a user’s IP address to deliver an ad creative to a device. Notably, under IAB TCF Special Purpose 2, vendors cannot “conduct any other data processing operation allowed under a different purpose under this purpose”. As such, with Technical ads, targeting and measurement are necessarily restricted.

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Measurement solutions

Google Ads - Consent Mode

Consent mode allows advertisers to adjust how their Google tags behave based on the consent status of their users and enables Google to model for gaps in conversions. Advertisers can indicate whether consent has been granted for analytics and ads cookies. Google's tags will dynamically adapt, only utilizing cookies for the specified purposes when consent has been given by the user. Using consent signals, we apply conversion modeling to recover lost conversions due to consent changes.

Consent mode lets you communicate your users’ cookie or app identifier consent status to Google. Tags adjust their behavior and respect users’ choices.

Consent mode receives your users' consent choices from your cookie banner or widget and dynamically adapts the behavior of Analytics, Ads, and third-party tags that create or read cookies.

When you enable consent mode, Google measurement products ensure that a visitor’s consent mode state is preserved across the pages they visit.

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Google Ads - Enhanced Conversions

Enhanced conversions help companies enable more accurate conversion measurement. First-party data can be hashed (encrypted) and securely transmitted to Google, then matched against signed-in Google accounts to more precisely attribute campaign conversions to ad events, such as clicks and views.

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Google Analytics 4

Google’s app and web analytics solution that represents the future of measurement. By leveraging Google’s world-class machine learning abilities, GA4 is able to provide predictive insights and opportunities for user journey measurement and audience activation in a world where third-party cookie-based measurement is becoming scarce.

Key components that make GA4 a game-changer when it comes to meeting privacy expectations:

  1. Granular controls for data collection and usage
  2. New options for on-boarding first-party data
  3. Conversion and behavioural measurement via modelling to fill gaps for app and web traffic
  4. Audience activation via privacy-preserving APIs and new integrations

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Ads Data Hub

Ads Data Hub is Google’s privacy centric platform that empowers users to join their own data with Google ads data to tailor their measurement and activation strategy to unique business needs.

With Ads Data Hub, you can upload your first-party data into BigQuery and join it with Google event-level ad campaign data. Combining your data with Google event data can unlock insights, improve advertising efficiency, help you achieve data-driven business goals, and yield more effective campaign optimization. Results from Ads Data Hub are aggregated over a group of users, which allows Google to provide more complete data and still maintain end-user privacy.

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