Why lasting solutions are needed to build the future of audiences

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When it comes to privacy, people want to be in control. New regulations and platform technology standards are empowering users and challenging online marketing approaches that businesses have relied on for decades. At Google, they have been innovating their audience solutions to help brands engage with the right people at the right time, while protecting user information.

Being privacy-ready gives your brand a competitive advantage. A recent study showed that offering a positive privacy experience can increase brand preference share by 49%.


The following 3 audience strategies can switzerland phone number material help achieve results and ensure customer privacy expectations are met.

Strengthen direct relationships with your customers

Today, 66% of users across countries consider it important to have a personalized experience with a brand. To better understand customer needs and deepen relationships with them, forward-thinking companies are building measurement infrastructures based on their own data capable of delivering relevant ads and lasting performance.

In addition to tools like Customer Match and Enhanced Conversions, Google continues to develop its first-party data solutions. The recently announced Publisher Advertiser Identity Reconciliation (PAIR) solution in Display & Video 360 gives advertisers and publishers the option to securely and privately reconcile their first-party data to reach audiences who have visited both an advertiser and publisher site. This means brands can meaningfully connect with their most valuable customers at scale, without relying on third-party cookies.

“LiveRamp is excited to implement PAIR on Safe Haven and make it available to our 450+ advertisers and 11,000+ publisher domains,” Scott Howe, CEO of data enablement platform LiveRamp , said in an email . “Marketers and publishers alike recognize that there is no silver bullet to the end of cookies and are looking for solutions that prioritize privacy and improve customer experience.”

Multiply connections with your customers using Google AI

Meeting your customers where they are means being aware of their needs as they arise. Google AI is your business’s multiplier, helping you be ready for whatever comes next. Its machine learning models were developed and refined over years of performance measurement to identify patterns and make audience predictions based on them.
By combining your advertising intelligence with Google's AI-powered insights, you can market at the speed of consumers while preserving people's privacy.

For example, targeting optimization helps you reach new, relevant audiences that are likely to convert. Google’s systems do the heavy lifting of finding additional customers in a sustainable way, helping you unlock the next wave of growth at your specified return on investment (ROI).

Advertisers using optimized targeting in Google Display Ads see, on average, a 50% increase in conversions with comparable ROI. Additionally, advertisers using optimized targeting with first-party audiences in Display & Video 360 can see an improvement of around 55%. Brands like Korean education platform Real Class achieved 149% more conversions at a 23% lower cost per acquisition using optimized targeting with video action campaigns .

Explore new privacy-preserving technologies

As expectations around privacy rise , 85% of users worldwide want brands to invest in secure technologies. That’s why Chrome and Android are collaborating with the industry on the Privacy Sandbox initiative , which improves online privacy while still supporting key marketing use cases, such as helping you reach the right audiences based on their interests.

Google Ads and Display & Video 360 are currently running global interest-based advertising experiments in which third-party cookies are replaced with a combination of privacy-preserving alternatives. These alternatives include contextual and geographic signals, publisher-provided identifiers (PPIDs), and the Topics API proposed by the Privacy Sandbox . Topics are advertising categories that represent broad areas of interest, such as “Travel & Transportation” or “Photography,” which users can easily control or disable in their Chrome browser.
These innovations in interest-based ads and other first-party signals can advance privacy to help marketers and publishers succeed without third-party cookies or “fingerprinting.” Fingerprinting is when data is collected about a device to identify its owner, often without their knowledge or consent.

As part of its commitment to providing the industry with regular updates, Google will continue to consult with the UK Competition and Markets Authority in the coming months and will soon share the results of its tests using traffic from the Privacy Sandbox Topics API source test. The company is also integrating with the FLEDGE API for remarketing use cases and aims to share its results later this year.

Join the journey towards more private advertising experiences

Now more than ever, our industry must come together and adopt long-lasting audience strategies that raise the bar for user privacy. Google is working with advertisers and industry bodies around the world to ensure that these new audience solutions are useful for everyone.

For example, it has partnered with the Association of National Advertisers in the US to gather feedback from key segment leaders on its roadmap for privacy-preserving audience tools. It will continue to welcome industry collaboration to ensure the future of effective, privacy-focused advertising.


Start generating results today and build resilience for tomorrow by adopting these powerful, long-lasting audience strategies that raise the bar on privacy and deliver results for your business.