Google Ads Data Hub (ADH), a cloud measurement solution based on privacy, will become two separate dedicated platforms. The move will allow Google to build more tailored solutions on each to support the needs of two distinct types of customers.
One will become Ads Data Hub for Measurement Partners. The other will become Ads Data Hub for Marketers.
The features being developed for each will let Google provide the most value each market. It also will help marketers make the most of first-party data.
The Ads Data Hub for Marketers lets advertisers analyze data and get access to insights to be better informed when buying media.
Publisher Advertiser Identity Reconciliation (PAIR) gives publishers and advertisers the option to securely and privately reconcile their first-party data for audiences who have visited both an advertiser’s and a publisher’s site.
New query templates, automated workflows, and reporting updates will reduce the time needed to generate insights. PAIR will let marketers activate their audience segments on new inventory, including YouTube.
Riot Games, for example, used Ads Data Hub for marketing analyses. The company centralized insights and combined the data with Display & Video 360 and Campaign Manager 360 data, according to Google.
This let Riot Games attribute credit to various ad touch points, and accurately measure return on ad spend (ROAS). It also let the company’s marketers establish a new benchmark showing that for every $1 Riot Games spent on Google media, it received $2 in revenue.
Other features added includes reducing enablement from more than 10 hours to 60 seconds for advertisers to share their YouTube data via ADH.
The launch of Ads Data Hub for Measurement Partners lets marketers work with independent third-party partners to calculate and report on YouTube ad performance across devices, formats, and metrics.
Third-party independent measurement services are available to marketers. Google has expanded measurement services on Ads Data Hub to enable cross-media solutions for YouTube, where users can analyze the performance of YouTube campaigns relative to other media channels including linear TV, streaming TV, or online video sources.
And, as the way consumers watch content on TV shifts, it’s become more complex to measure impact. During the past year, Google introduced co-viewing with some of our reach measurement partners, allowing advertisers to measure when multiple viewers are watching YouTube TV and YouTube on CTV.