Google's Buzzword At CES 2022 -- Connectivity

Connectivity will link data from devices such as the Nest smart thermostat with the computer and the mobile phone with the car to create a profile for zero-party data that the consumer has agreed to share.

This will create a roadmap of data and devices from which advertisers can learn, providing insights to built multichannel marketing and advertising strategies. 

The average U.S. household had 25 connected devices in 2021 across 14 categories or products -- up from 11 in 2019.

Google's vision for Android in 2022 promises to make Android work better and connect with all types of platforms such as Windows, Chrome OS and the new Amazon protocol standard, Matter, in 2022. It's something Apple does well.

“For the first time with Android, we’re also focused on building for other platforms, like Windows, whether it's in gaming, productivity or other areas,” Erik Kay, vice president of multidevice experience at Google, wrote in a blog post.

For example, he wrote, by connecting an Android phone to a Windows PC with Fast Pair, the user can quickly set up Bluetooth accessories, sync text messages and share files with Nearby Share. Google is working with Acer, HP and Intel to bring these experiences to select Windows PCs first later this year.

Google also will integrate with Amazon Matter, a home automation connectivity standard that allows smart-home devices to work with each other across different smart home systems.

This matters for marketers because designing a campaign will become easier as the technical aspects of targeting increase in complexity based on the number and types of devices in which the ad will appear, from connected television (CTV) to desktop and mobile search.

Google in May 2021 introduced Fast Pair, and later this year will bring it to market. Fast Pair uses Bluetooth Low Energy to discover nearby devices, on Android phones to the Windows PC. It aims to help users connect Bluetooth accessories, sync text messages, and share files.

In the coming months, users will have the ability to set up headphones with Google TV or Android TV OS device at home. With built-in support for Amazon Matter on Android, users will be able to utilize Fast Pair to quickly connect new Matter-enabled smart-home devices to the network, Google Home and other accompanying apps in a few taps.

Google also is building technology for Bluetooth-enabled headphones that will enable them to automatically switch the audio to whatever device someone is using. When someone is wearing headphones to watch a movie on their Android tablet and receive a phone call, the movie will pause and the headphone audio will automatically switch to the Android phone and then switch back to the movie when done.

It also will become easier to move and manage content across any device.

With Chromecast built in, the Android phone already allows users to share videos to displays and TVs as well as audio content to select speakers from Nest and others.



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