Google Ad Manager Adds Curation Capabilities
Google recently introduced advanced curation capabilities within Google Ad Manager, a move that aims to streamline the management of ad campaigns for media agencies. This update offers more efficient ways to identify and purchase curated audiences and inventory packages, tackling the complexities of today’s fragmented digital ad space.
Key Features of the New Curation Capabilities
Enhanced Audience Targeting
Agencies can now partner with data providers to access curated inventory packages that help them precisely reach target audiences. This feature is especially useful in environments like Connected TV, where cross-device viewing makes it challenging to reach the right audiences with accuracy.
Streamlined Operations
With the updated curation feature, Google Ad Manager now handles billing and payments with data providers and inventory curators. This simplification allows agencies to focus on campaign strategy rather than being bogged down by time-consuming administrative tasks.
Improved Forecasting and Match Rates
The curation capabilities have also enhanced forecasting accuracy and increased match rates for audience targeting, providing agencies with greater confidence in their campaign outcomes.
Support for Multiple Data Providers
Google Ad Manager’s curation capabilities include collaborations with data providers like Audigent, Integral Ad Science (IAS), LiveRamp, Lotame, Multilocal, Permutive, PrimeAudience, and Scope3. This range of partners enables agencies to access diverse audience data and inventory options.
Centralized Management
The new curation tools allow agencies to control and analyze campaigns through a single, unified interface, making it easier to track performance across various demand-side platforms (DSPs) and to make informed decisions.
Benefits for Agencies
Efficiency Gains
Google Ad Manager’s new tools simplify the entire campaign management process. With streamlined workflows for discovery, forecasting, and direct publisher deals, agencies can operate more efficiently.
Stronger Client Relationships
With enhanced reporting and improved transparency, agencies can offer clearer performance insights to their clients, strengthening relationships and fostering trust.
Focus on Strategy
The automation of inventory management and billing allows agencies to shift resources towards developing more impactful campaign strategies, improving overall results.
Conclusion
Google Ad Manager’s curation capabilities represent a notable improvement for media agencies, empowering them to better manage ad targeting and streamline their operational tasks. By simplifying processes, supporting multiple data providers, and improving audience targeting, this update positions agencies for greater success. Initially rolling out in North America with global availability planned for early next year, these features can help agencies refine their approach to digital advertising, maximize impact, and achieve better results.
To make the most of Google Ad Manager’s enhanced tools, businesses need a skilled digital marketing partner. Digilogy provides customized strategies, guiding clients in maximizing ad reach, optimizing campaigns, and driving ROI. Contact Digilogy today to learn how we can support your business in navigating Google’s latest ad features.
