Here’s one for the big advertising nerds, who are getting into even deeper analysis.
Google today announced new updates to its Ads Data Hub option, which allows marketers to Import their own proprietary data into BigQuery, then combine it with event-level Google advertising data to uncover deeper, aggregated insights into audience responses to their promotions.
As explained in the video, Ads Data Hub provides a secure link between your data and Google’s insights to help uncover more details about how people are interacting with your ads, which can then better inform your marketing approach.
And now Google is adding new elements to Ads Data Hub to improve the offering.
First, Google is adding a new “Ads Data Hub for Marketers‘, which will offer advertisers and agencies a new way to analyze their data.
“With this solution, they can seamlessly access information to better inform how they buy media. This means a streamlined experience for marketers running queries and activating their first-party data.”
Google says this improved service will help marketers generate more insights with fewer technical resources, while Google also plans to implement Reconciliation of the identity of the publisher and the advertiser (PAIR) to provide even more information.
“In addition to these enhancements, marketers will soon be able to activate their audience segments on new inventory, including YouTube. As privacy expectations evolve, we will continue to create more solutions that allow advertisers and agencies to measure and activate their proprietary data with Ads Data Hub for Marketers.”
Google is also launching ‘Ads Data Hub for measurement partners‘, which will offer partners a new access point to provide YouTube measurement services on behalf of marketers, advertisers, agencies or publishers.
“With this launch, it will be easier for partners to offer accurate measurements and provide near real-time insights. For marketers, this means they can work with independent third-party partners to calculate and report on YouTube ad performance across devices, formats and metrics. »
Google says these enhanced measurement services will be available to marketers through partner vendors, providing more ways to explore consumer data, bolstered by insights from Google.
As noted, Ads Data Hub is a more advanced advertising solution, which can provide detailed notes on top ad response trends, but it is a more technical solution.
But for companies that have the development resources available, this could be a great advantage, while others may also be able to glean more insight by working with Google partner brands to run their first-party data. throughout the process.
You can learn more about Google Ads Data Hub here.