Ensuring privacy while maintaining the effectiveness of marketing campaigns is more challenging than ever. Display and Video 360 (DV360), an often-used programmatic platform, has features that are not only high-performing but also privacy-durable. In this blog post, we’ll focus on DV360’s privacy-durable features and explore why they are essential for modern marketers.
1.0 Google Audiences: Privacy-Durable Segmentation
As 3rd-party cookies are becoming increasingly unreliable, Google Audiences stand out as a privacy-durable solution. These audience segments are designed to remain effective, even in the absence of third-party cookies. So, how is it possible with no 3rd party cookies?
Contextual and Geo-Based Signals
Google Audiences rely on contextual and geo-based signals to target the right users. This means that even without tracking cookies, DV360 can identify and reach users based on their context and location. These signals are not just effective; they’re privacy-respecting.
Anonymization due to broad categorization
Google Audiences are engineered to ensure user privacy. Instead of tracking individual users, these segments are designed to target broad categories of users with shared interests, ensuring that personal information remains confidential.
2.0 Customer Match: Leveraging First-Party Data for Precise Targeting
DV360’s Customer Match feature is a great example of a privacy-durable solution that allows marketers to use their consented first-party data for precise targeting. Here’s why it’s privacy-durable:
Deterministic Targeting
Customer Match ensures that advertisers can target users with their own first-party data in a deterministic, one-to-one manner. This means that advertisers can continue to target their customers with high precision, even when 3rd-party cookies are no longer available.
Privacy on Google’s O&O Inventory
Advertisers can use Customer Match for targeting on Google’s Owned and Operated (O&O) inventory, which includes platforms like YouTube. This is a significant advantage, as it means that advertisers can reach their audience on some of the most popular digital platforms while still respecting user privacy.
Scalability
Customer Match is not just about targeting existing customers; it’s also about finding new customers who share characteristics with your current audience. This allows advertisers to scale their efforts effectively while still maintaining user’s privacy.
3.0 Automated Bidding: Flexible and Privacy-Durable
DV360’s automated bidding is a powerful tool for optimizing campaign performance while respecting user privacy. The following is a further explanation of how it’s privacy-durable.
Signal Flexibility
Automated bidding can use as many signals as possible to optimize campaigns. In the event where some signals might not be available due to privacy regulations, this adaptability ensures that advertisers can still achieve their goals effectively.
Custom Bidding Strategies
With custom bidding, advertisers can tailor their bidding strategies to focus on custom KPIs such as weighted conversions or attention metrics. This customization allows for improved return on investment while maintaining privacy.
Conclusion
As a programmatic platform, DV360 stands as a testament to the fact that privacy and performance are not mutually exclusive. DV360’s privacy-durable solutions, including Google Audiences, Customer Match, and automated bidding, demonstrate that marketers can navigate the evolving privacy landscape effectively while delivering results. Privacy is no longer a hindrance; it’s an essential component of successful advertising in today’s digital age.