Google says new ad-targeting option helps create privacy-compliant relevant ads 

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 12, 2022, 4:25 PM GMT+0

With the new process, advertisers can target customers with an existing relationship with the brand and the ad-hosting site.  

Google has introduced a new Display and Video 360 campaign process to help advertisers leverage personalised ad targeting on select websites. Called Publisher Advertiser Identity Reconciliation (PAIR), the option cross-matches the advertisers’ and ad platforms’ databases to facilitate direct targeting.  

Advertisers can reach users who have provided contact information on sites they have visited and provided permissions. With PAIR, brands can target users on those specific websites with relevant ads without tracking individuals across the web.  

Additionally, the process also features an element called “Clean Rooms”. These Clean Rooms help manage the data upload and encryption process and ensure no user-level data is directly shared between parties. 

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