![]() Google has fully rolled out its Ads Data Manager tool to help advertisers easily centralize and activate their first-party data for more effective AI-powered campaigns. What’s new. Ads Data Manager allows businesses to bring together disparate first-party data sources (e.g., conversions, email lists, surveys) into a single unified analytics hub. Why we care. Despite the delay of third-party cookie deprecation, consolidating first-party data is an important process advertisers should start mastering. The process hasn’t been smooth so far, discouraging brands from being on top of it so this could be the update that helps them have a better handle on it. Why it matters. As AI becomes more integral to ad products, Google recognizes data quality and comprehensiveness will be crucial for powering personalized and performant campaigns. What Google is saying. Google said:
Between the lines. The tool simplifies what Google describes as a previously “complex” process, especially for smaller businesses without dedicated data operations resources. State of play. Ads Data Manager has been in beta testing but is now being made widely available across Google’s advertiser base. The details. Key capabilities include:
The bottom line. As AI’s ad capabilities accelerate, Google is investing in data preparedness tools to ensure advertisers can seamlessly access advanced AI-powered targeting and optimization features. via Search Engine Land https://searchengineland.com/google-ads-data-manager-available-440650
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April 2023
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