This Google launch consists of a new feature that allows advertisers to share their PPIDs (Publisher Provided Identifiers) with Google's programmatic demand. PPIDs are a kind of first-party data identifiers created and managed by advertisers, which allow each user to be identified without resorting to cookies. In fact, it is common for online services that require a login to use this type of system to identify their users.
The idea proposed by Google is that PPIDs will be part of the public advertising auction, which will allow it to serve more meaningful ads to users who have already demonstrated an interest in the site or brand. According to Google, the publisher-provided identifier or PPID will allow publishers to send Google Ad Manager an identifier for use in frequency capping, audience segmentation and targeting, sequential ad rotation, and other audience-based ad serving controls across devices.
According to Google's beta testing of this feature, advertisers saw a 15% or greater increase in auction value when using PPIDs without the addition of any other identifiers . It is worth noting that audience afghanistan business email database segments created using this feature will only be available in the absence of any other identifiers.
These segments also provide a completely secure environment for user data as they cannot contain personal information or device identifiers. “ It’s important to note that advertisers using segments created with PPIDs will not have visibility into the underlying user data or the IDs themselves, and since PPIDs are unique to each publisher, there is no way to match identifiers or create profiles across sites ,” Google explains.
As we have said, the function of these identifiers is to give advertisers a means to share the first-party data collected on their websites. This is with the idea of boosting advertising management based on better audience management, in terms of segmentation, limitation and orientation. Steve Swan , Product Manager for Google Ad Manager, explains it as follows: