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-Why durable solutions are needed to build the future of audiences?

When it comes to privacy, people want to be in control. New regulatory and technology platform standards are empowering users and challenging the online marketing approaches that businesses have relied on for decades. At Google, we’ve been innovating our audience solutions to help brands engage with the right people at the right time while protecting user information.

Being privacy ready gives your brand a competitive advantage. One recent study showed that providing a positive privacy experience can increase the share of brand preference by 49%.1 The following three audience strategies can help drive results while ensuring that customer expectations for privacy are met.

Strengthen direct relationships with your customers Today, 66% of users in surveyed countries consider it important to have a personalized experience with a brand.2 To better understand customers’ needs and deepen relationships with them, forward-looking businesses are setting up measurement infrastructures on a foundation of consented first-party data able to deliver relevant ads and durable performance. With solutions like PAIR, brands can meaningfully connect with their most valuable customers at scale, without relying on third-party cookies. In addition to tools like Customer Match and enhanced conversions, Google continues to evolve its first-party data solutions. The recently announced Publisher Advertiser Identity Reconciliation (PAIR) solution in Display & Video 360 gives advertisers and publishers the option to securely and privately reconcile their first-party data to reach audiences who have visited both an advertiser’s and a publisher’s site. That means brands can meaningfully connect with their most valuable customers at scale, without relying on third-party cookies.

“LiveRamp is excited to implement PAIR in Safe Haven and bring it to our 450+ marketers and 11,000+ publisher domains,” Scott Howe, the CEO of data-enablement platform LiveRamp said in an email. “Both marketers and publishers recognize there’s no silver bullet for the end of the cookie and are seeking privacy-first solutions that enhance the customer experience.”

Multiply your customer connections with Google’s AI Meeting your customers where they are requires you to stay on top of needs as they arise. Google’s AI is your business multiplier that can help you be ready for what’s next. Our machine learning models were developed and refined by years of performance measurement to identify patterns and make audience predictions based on them. By combining your first-party data with Google’s AI-powered insights, you can market at the speed of consumers while preserving people’s privacy. Advertisers who use optimized targeting on Google Display Ads see, on average, a 50% increase in conversions at a comparable ROI. For example, optimized targeting helps reach new, relevant audiences who are likely to convert. Our systems do the heavy lifting of finding additional customers in a sustainable way, helping you unlock the next wave of growth at your specified return on investment (ROI).

Advertisers who use optimized targeting on Google Display Ads see, on average, a 50% increase in conversions at a comparable ROI.3 And advertisers who use optimized targeting with first-party audiences on Display & Video 360 can see, on average, a 55% improvement.4 Brands like Korean-language education platform Real Class drove 149% more conversions at a 23% lower cost per acquisition by using optimized targeting with Video action campaigns.

Explore new privacy-preserving technologies As expectations around privacy continue to increase, 85% of users globally want brands to invest in privacy-safe technologies.5 That’s why Chrome and Android are collaborating with the industry on the Privacy Sandbox initiative, improving online privacy while continuing to support key marketing use cases, such as helping you reach the right audiences based on their interests.

Google Ads and Display & Video 360 are conducting interest-based advertising global experiments in which third-party cookies are replaced with a combination of privacy-preserving alternatives. These alternatives include contextual- and geography-based signals, publisher provided identifiers (PPIDs), and the Topics API proposed by the Privacy Sandbox. Topics are advertising categories representing broad areas of interest, such as “Travel & Transportation” or “Photography,” which people can easily control or turn off in their Chrome browser. Such innovations in interest-based ads and other first-party signals can advance privacy to help marketers and publishers succeed without third-party cookies or “fingerprinting.” Fingerprinting is when data about a device is collected to identify the device’s owner, often without the owner’s knowledge or consent.

As part of our commitment to providing the industry with regular updates, we’ll continue to consult with the Competition and Markets Authority in the U.K. over the coming months, and we’ll soon share testing results using traffic from the Privacy Sandbox Topics API’s origin trial. We’re also integrating with the FLEDGE API for remarketing use cases and are looking forward to sharing our findings later in the year.


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