Google recently announced a new feature designed to manage the frequency with which ads are displayed. This incorporates advanced machine learning and takes effect when third-party cookies are unavailable.
In the Google Marketing Platform blog post written by Rahul Srinivasan, Google explored its reasons for launching this new feature and the impact it’s set to make on users’ experience.
Safeguarding privacy without disrupting advertisers’ goals
Privacy is one of the main factors motivating Google’s new feature. It has become increasingly important to consumers worldwide, especially since the GDPR came into force across EU countries in 2018. While the United States lacks a similar initiative, companies and organizations are nevertheless working to align with users’ expectations.
Third-party cookies may be restricted or blocked to protect users’ privacy, but this prevents advertisers from limiting the frequency with which ads are presented. This means someone blocking cookies could be subjected to the same ads multiple times.
Google has worked with “product and engineering experts from across the digital ads ecosystem” to find the most effective way to advance user privacy. The company recognized that managing the number of times a user sees a specific ad could help improve their experience overall.
Anyone who’s been subjected to the same ads ad nauseum is sure to appreciate this sentiment, especially when their relevance is questionable.
How machine learning will enhance users’ experience and advertising efficiency
So, how will the new feature work?
Close analysis of traffic patterns where third-party cookies are available empowers Google with the data to predict patterns when these cookies are missing. As a result, Google’s team can work out how likely a user is to visit different sites all displaying the same ads via Google Ad Manager.
Google will have the information it needs to dictate how often these ads are presented to users. And because it aggregates users’ data before using the machine learning models, Google assures users none of their information will be shared. The feature employs publishers’ first-party data to influence the ad experience for visitors.
Managing your Google Ads campaign
Time will tell how effective this new feature is, but it’s fair to assume it will be incorporated into Google Ads sooner rather than later. It’s vital to deliver a good user experience, and Google’s innovative new process could prove to be a positive move for everyone. Satisfying consumers is one of the most important things in any PPC campaign, after all.
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