November 2020 - Product Updates

SA360

Big Query with SA360

 We know that storing and querying massive datasets can be expensive without the right hardware, infrastructure, and resource. BigQuery is Google’s own enterprise data warehouse solution, that deploys super-fast SQL queries using Google’s processing power and infrastructure.

It is a fully-managed platform/service. It allows the advertiser to input data sets from cross-partners, cross-channel,  cross - marketing platforms (SA360, DV360, Campaign Manager,  Google Analytics, Facebook, Adobe to name a few )

Let’s focus on SA360 and Big Query;

Once data sets are imported into BigQuery,  you can pivot or filter for analysis, or transform data into the format you need. You can even use analytical functions to calculate complex metrics that formula columns cannot do. Once data is transformed, it can be exported to a data visualisation platform such as Datastudio to create dashboards. Insights from these dashboard can be used to make optimisation changes manually, or via an SFTP/ Conversion API.

Some other use cases can include:

  1. Utilise data imported from various sources, such as Google Analytics, Custom floodlight variables from SA360, to create bespoke, dynamic dashboards in Datastudio, and to optimise toward

  2. Use BigQuery to optimise to Profitability/ LTV Objectives by importing in CRM data

  3. Leverage BigQuery with public datasets that are freely available, like weather data, financial data, or census data, to match with your own, and leverage toward bespoke strategies.

  4. For those of you who aren’t too familiar with SQL, leverage BigQuery capabilities using Google Connected Sheets.

  5. Create and execute machine learning models in BigQuery using standard SQL.

For any more questions around this topic, and its many capabilities, do get in touch.

DV360

New Targeting Expansion Tool

You may have noticed a new option in your Line Item settings labelled 'Targeting expansion'. This is a simple yet powerful tool that utilizes Google intelligence to help you reach individuals who share interest profiles with your existing customers. By expanding your targeting, you can reach more potential customers (even in cookieless environments) who are likely to engage, click, or convert with your ads. This option is available if targeting first party or Google audiences on audio, video or display line items. If using a first-party list, the similar audience mechanism that you may be familiar with is used here, with the option to exclude the first-party list.

There are a total of 5 segments you can adjust the targeting expansion slider to (set to the first segment by default for Google audiences). This ranges from no expansion on the left, increasing to conservative and aggressive expansion on the right.

This can be applied and modified in bulk within the platform, and can be enabled/disabled via SDF. For more information, see this help centre article: https://support.google.com/displayvideo/answer/10191558?hl=en&visit_id=637400741353814105-1075608446&rd=1

 

Campaign Manager 360

Campaign Manager has now been rebranded to Campaign Manager 360 and with this re-brand come several new features:

Automated 3rd Party Verification with IAS, no need to continue manually exporting and wrapping tags, this can now be automated through Campaign Managers API connection with IAS by linking your advertiser to your IAS platform Advertiser. Looking to get started? You’ll need to check in with your IAS rep first to ensure preparations for your account are ready on their side.

We also have new “Bulk Edit” functions directly in the UI, aiming to provide users extra time savings and to also better align its parity with the Trafficking API. Some of these new options allow you to adjust components such as: Key Values, Ad Blocking, Creative Fields, Video Skippability and OBA Application.

Our final updates this month is “Viewable VTC”, you can now model your attribution to only attribute View-Through Conversions when ads are in view, using Active View to measure. This is handled from your Floodlight Configuration under “Attribution” where you can build a model that includes only viewable conversions measured by active view as “viewable impressions”. Please note this will NOT work with previously built attribution models and will only work with newly built models.