Google has
introduced technology, built on artificial intelligence, that estimates how likely it is that visitors will land on publisher sites that serve the same ad through Google Ad Manager -- without
revealing any data through third-party cookies.
This is a way for advertisers to manage ad frequency in Display & Video 360, a programmatic ad campaign management platform, and is intended
to reduce the number of times the ad is served to a specific consumer without collecting data and compromising their privacy.
The tool, which Google plans to add into Google Ads for display in
the near future, will generate predictive models based on traffic patterns where a third-party cookie is available and analyze them at an aggregated level across Google Ad Manager.
When there
are no third-party cookies present, Google says, the new tool can optimize where and when those ads serve up to site visitors.
Google said this technology will eliminate the need to share
user-level information across websites. The data will be aggregated before applying the machine-learning model.
This approach to managing ad frequency increases privacy and respects a
user’s choice to opt out of third-party tracking.
It also should help advertisers stop wasting media dollars by not over-saturating specific consumers with the same advertisement.
Google aims “to raise the bar” for the way its advertising platforms deliver better experiences for advertisers while respecting user privacy. This is consistent with Google’s
browser, Chrome, and the use of new technology with the Privacy Sandbox initiative to advance user privacy and make
ads increasingly relevant.