New custom bidding options in Google Display & Video 360 will allow advertisers to leverage data from Google Analytics 4 (GA4) properties and optimize bids for attention.
As marketers and agencies increasingly turn to automation, Display & Video 360 allows advertisers to automate some of their ad campaigns while customizing their bidding strategies.
Here’s more information about the new custom bidding options available to you.
Customize bids using data from GA4 attributes
Advertisers can use Display & Video 360 to customize bids using first-party data from their Google Analytics account.
Before today’s update, only Universal Analytics (UA) properties could integrate GA data into custom bid strategies.
Custom bids in Display & Video 360 are now compatible with GA 4 properties.
Google stated in the announcement:
“We know that many of you have or are working on migrating from Universal Analytics to the new Google Analytics. Therefore, we ensure that data from any new Analytics 4 property (standard or 360) can be activated in Display & Video 360 .”
Optimize bids to attract attention
Optimizing bids to maximize conversions isn’t always ideal, especially for campaigns where it’s difficult to measure direct conversions.
For example, running a Connected Television (CTV) campaign makes it difficult to track ad views that lead to purchases.
However, as long as the audience pays attention to the ad, CTV campaigns are very effective in increasing brand awareness.
That’s why Google Display & Video 360 has added the ability to optimize bids to grab people’s attention.
Advertisers can estimate ad attention based on the size of the ad or whether a video ad is audible or muted.
When optimizing for attention bids, you can track existing metrics such as “Complete Visible and Audible” and “Screen Time”.
With this launch, Google is adding new custom bid signals, such as “player size” and “audibility,” and extending custom bid support to connected TVs.
“This gives you the opportunity to create attention-based algorithms using your own definitions,” Google said in its announcement.
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