Integrating Anonymised with Google's Publisher Provided Signals
Jon Caines
-
Head of Product
September 17, 2024
This is some text inside of a div block.
min read
We’re excited to launch a new integration with Google’s Publisher Provided Signal (PPS), a product that aligns with our goal of helping publishers monetise their ID-less audiences.
How Anonymised Works with Publisher Provided Signals
Google Ad Manager launched a beta programme Publisher Provided Signals (PPS) in 2023 to facilitate first-party data categorisation into IAB Audience and Content categories, in theory making this data more accessible to ad exchanges and buyers.
Anonymised’s existing integration with Google Ad Manager empowers publishers to use our real-time custom ID-Less audiences as targeting criteria on Programmatic Guaranteed deals. With this integration, we want to test if PPS improves the performance and scale of ID-Less campaigns and measure if PPS increases the DSP’s bid rate across the ID-less inventory.
Benefits Anonymised x Google Publisher Provided Signals
By using Anonymised segments to enrich their PPS, publishers are likely to experience:
Increased addressability thanks to the ability to sell ID-less audiences in the Open Marketplace (OMP), as DSPs can target first-party data using known taxonomies.
Revenue uplift by making available their ID-less audiences (up to 60% of the total) on Google and other 3rd party demand platforms, out of the box.
Better overall performance across campaign metrics including CTRs and Conversion rates for ID-Less inventory in OMP.
No data leakage using Anonymised edge-ML cohorts with no third-party cookies, MAIDS or other identifiers leaked to ad tech platforms.
Cost-effective ad operations through semi-automated audience mapping.
How to use Anonymised and Google Publisher Provided Signals
Contact your account manager to enable Google Publishers Provided Signals on your Anonymised account.
When defining a targeting audience:
Under Interests. Select the IAB Audience categories that you wish to target.
Turn on Publisher Provided Signals (PPS). Tick this option to include this audience in the PPS mapping file. Note that if more than one category is chosen; the first will be used, as only one IAB Audience category can be mapped to a key-value in Google Ad Manager.
Activating PPS on an Anonymised targeting segment
Tags. When an audience has been set for PPS it will appear in the segment summary on the right-hand side of the screen.
Publisher Provided Signal tag in segment summary
Download PPS file. On the Active Segments screen an additional button will appear in the top right-hand of the screen. A CSV file containing all segments to be PPS enabled will be downloaded, with the name gapps_export_dd_mm_yyyy. Where dd mm yyyy represents the current date.
Uploading the mapping file. In Google Ad Manager: a. Go to Inventory > Publisher provided signals.
b. Under Tools & settings, in the Bulk upload mappings section, click Upload and then drag the CSV file into the indicated area or click Browse and select the file.
How are Publisher Provided Signals traded?
Anonymised Audiences when activated are sent to the Google Ad Manager inventory key-value store for inclusion on line items.
Data Categorisation inside GAM maps the first party Anonymised data to known IAB Audience categories, using this new feature.
Signal Generation occurs when an ad request is made, Anonymised surfaces the relevant first-party audiences and passes these in the ad request via GPT.
Signal Transmission of the ad request, including the mapped PPS signal, hits the ad exchanges and demand-side platforms (DSPs).
Ad Targeting in the DSPs matches the most relevant ads to inventory using Anonymised segmentation using PPS.
We need Anonymised Publisher Provided Signals, how can we get them?
Existing customers, contact your customer success manager or any member of the team.
.svg)
