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Because of increased privacy concerns, global regulators and technology companies have taken steps to restrict signal use \u2014 such as third-party cookies and device IDs \u2014 that the digital advertising industry has relied on for decades. Today, over 80% of advertisers are dependent on these signals to personalize ads.<\/p>\n
We believe there is an opportunity for you to use first-party data gathered from your direct relationships with users to replace key functionalities that third-party cookies and device IDs provided. Here\u2019s how to do it.<\/p>\n
First-party IDs enable core ad functionality, like frequency management and ads personalization, that third-party cookies and device IDs previously provided, while also protecting user privacy. For publishers with less resources, publisher first-party cookies for web and same app key for mobile are a good fit because they\u2019re set by Ad Manager on your behalf. Publisher provided identifiers (PPIDs) serve a similar purpose as publisher first-party cookies and same app key, but offer more flexibility because they\u2019re set by publishers themselves.<\/p>\n
Every publisher has access to first-party data, but for some, tapping into the benefits of that data has been complicated. Ad Manager is investing in a number of features to help you easily create and activate contextual and first-party audiences. Solutions like key-values, publisher provided signals and audience solutions allow you to develop audience segments in ways that best align with your data strategies and technical skills.<\/p>\n
To unlock the full potential of your data, it\u2019s important to understand how your audiences are engaging with your ads and content. To make it easier for partners, we offer a number of straightforward measurement solutions. Ad Manager\u2019s traffic explorer, for example, enables you to develop enhanced narratives about your data by analyzing audiences and inventory using intuitive dashboards.<\/p>\n<\/div>\n