We are excited to announce that we are an initial launch partner for Google Ad Manager’s new curation feature. Brand and media agencies can now drive value and performance with future-proofed data signals across Google Ad Manager’s high-quality programmatic CTV, display, video, native, mobile, and in-app inventory. This includes Audigent’s unique first-party data, contextual, predictive, and third-party audiences from data partners like Condé Nast, Experian, Warner Music Group, Car Gurus, a360 Media, Fandom, and many others, as well as insights from Audigent’s contextual stack.
“Google Ad Manager SSP is a trusted platform for agencies, brands, and publishers throughout the programmatic ecosystem,” said Drew Stein, CEO and co-founder of Audigent. “We’ve long known that Curation - sell-side data activation - is an important part of the future of media buying and digital advertising. Google Ad Manager’s embrace of Curation in enabling clients to now robustly package data with inventory across all programmatic channels is a game changer for our industry.”
Curation with Google Ad Manager allows agencies to target first or third-party data sets for audience and contextual data segments, creating curated data + inventory packages. This offering, targeting data curated directly against Google Ad Manager publisher partner inventory, delivers efficiencies and performance for agencies while simplifying workflow and improving forecasting and audience targeting.
Curation with Google Ad Manager helps agencies use onboarded data providers, curators, and in-house agency data arms to curate media buys directly within the Google SSP UI. Data Segments will be available to target for an Auction Package, Private Auction, or Preferred Deal transaction types.
For example, agencies can use the product to:
- Target first-party audience segments housed in a third-party data management platform (DMP).
- Target third-party audience segments purchased from a third-party DMP or retail media network.
- Target a pre-packaged deal curated to inventory verified for brand safety, viewability, MFA, sustainability, etc.
In a recent Digiday article about Google Ad Manager’s curation, Stein added, “In a world where signal loss is going to be a significant point of impact for all media buying, Google’s going to be able to provide solutions here, frankly, that others won’t. They [Google] may not have been the first to market, but they have the opportunity to add a level of addressability and future-proofing that others don’t have.”
Learn more or request early access to the program by filling out the form below.
