Google Marketing Live 2023: Activate new features in Display & Video 360

Granular analysis and first look

At Google Marketing Live 2023 on May 23, 2023, new features for Display & Video 360 were introduced to help businesses connect with valuable customers and measure the impact of connected TV (CTV) campaigns. These updates aim to enhance targeting, leverage first-party data, and provide deeper insights into campaign performance.

Why this matters?

• Optimized Targeting: AI-powered audience solutions help find new, relevant customers without relying on third-party cookies, increasing conversions and maintaining ROI.
• First-Party Data Engagement: Publisher Advertiser Identity Reconciliation (PAIR) enables advertisers to use first-party data to reach high-intent audiences while adhering to privacy expectations.
• CTV Measurement Insights: New reporting features provide a comprehensive view of CTV campaign performance, informing future media investments and understanding cross-device conversions.

Next Steps/Action Items

• Implement Optimized Targeting: Use AI signals in Display & Video 360 to engage new audiences and improve conversion rates.
• Leverage PAIR: Reconcile first-party data with publishers to connect with known audiences and enhance ad relevance.
• Utilize CTV Reporting Tools: Take advantage of the Digital & TV Report and cross-device conversion measurement to gain insights into CTV campaign performance and optimize future strategies.