Google is giving publishers new ways to control first-party data

– Advertising –

Publisher-provided signals help publishers categorize first-party data into audiences or contextual segments and then share those signals with automated buyers.

How it works? Publisher-provided mentions make it easy for automated buyers to “find and buy audiences based on demographics, content interests, or buying intent across multiple sites and apps without tracking people’s activity.” In apps or on the web.

Signal exchange with trusted partners. Google has also improved a feature that allows publishers to securely share mentions with trusted third-party purchasing partners (Authorized Buyers and Open Bidders).

– Advertising –

  • New extended code. Currently, publishers have to work with third parties to prepare the code. Now, a new feature allows publishers to use their own website code, making it easier to generate data and send it to trusted partners.
  • Safe signals. Google will not be able to read or use the secure bookmarks. This means that Google Ads Manager will only act as an intermediary on behalf of the publisher to pass on the signals to the third-party bidders of his choice.

The application keys itself. Google also announced that “in the coming months,” a feature called Same App Key will help publishers using Ad Manager display relevant ads on iOS without tracking users on third-party apps. There is currently no expected time of arrival as of the date this update was released.


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Advertising Privacy and Compliance. Google works with the IAB to help publishers and buyers integrate and follow industry standards. They integrate vendor-defined audiences at IAB Tech Lab into this solution. Publishers can use IABs for audience ranking and content rating to share tags with Google Ads, Display, and Video 360 as part of beta testing.

Additional sources. Google has provided additional resources for buyers and publishers to learn more about privacy solutions. You can also read Google’s full announcement here.

Why do we care. Digital advertising is growing and publishers are at the forefront of online privacy. Giving publishers more control over their own data helps ensure that advertisers, technology providers, and other third parties develop their platforms without compromising their customers’ personal information. In addition, first-party data management gives publishers the ability to provide more relevant content to people who use their products and visit their websites.


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About the author

Nicole Farley is a writer at Search Engine Land covering all things PPC. Besides being a Marine Corps veteran, she has extensive experience in digital marketing, an MBA, a penchant for true crime, podcasts, travel, and snacks.

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