NYC AdWeek 2016: Google Unleashes Four Major Additions To Its Ad Network

What Happened
On the first day of the 2016 NYC AdWeek, Google announced four noteworthy additions to its ad products:

• Cross-device retargeting: Google updated its Google Display Network and DoubleClick Bid Manager to help brands retarget Google users across devices based on their Google profiles.

• Mobile ads get more local: mobile ads on Google Display Network can now include a business address and pull directions and photos from Google Maps. Home Depot tested the feature and reported an eight-time improvement on its ROI compared to its regular mobile ads.

• Online-to-store attribution: Google updated the offline measurement tools in its Google Display Network to bring more data to the table. The search giant says its measurement tools will also employ a five-million-user panel to gauge whether the display ads drive retail purchases with 99% accuracy.

• TV and YouTube ads comparison: With an upgraded version of its Brand Lift measurement product, Google now lets marketers compare the frequency of Google searches that viewers carry out after seeing a YouTube ad versus a TV ad. Google claims that the measurement tool has “seen YouTube generate almost two times the searches per impression than [sic] TV generates.”

What Brands Should Do
All together, these four additions aim to make Google’s ad products more accountable and local. For brands looking to reach a mobile audience via search ads, these new updates should come as welcome news that can further improve their digital campaigns. Retailers in particular should learn to adopt these features to enable in-store attribution tracking and cross-device retargeting for more effective campaigns.


Source: AdWeek

Adobe To Launch Data Co-Op To Improve Cross-Device Attribution

What Happened
Following the debut of its Audience Marketplace last November, which allowed brands to more easily share their first-party data, Adobe has announced a new Cross-Device Co-op program to further facilitate data cooperation between brands. The company will use contributed logged-in data from any single brand to determine groups of devices owned by an individual or household, and all other brands participating in the co-op program can tap into that data to accurately track and target identified users across those devices. Adobe promises that users can opt out of this tracking and that all users are anonymized.

What Brands Need To Do
As consumers jump from device to device throughout the day, it is important for brand advertisers to figure out how to identify people instead of devices. At the moment, marketers often depend on utilizing Facebook and Google log-ins for cross-device tracking and targeting. This new tool from Adobe should help reduce marketers’ reliance on those platforms and provide brands with improved attribution, more effective targeting capabilities, and an overall better understanding of their audiences.


Source: AdWeek