Display & Video 360: PAIR
The digital advertising industry is evolving rapidly and continuing to prioritize users’ choice and control over their ads experience. Marketers now have to navigate a more fragmented landscape and explore new privacy-preserving ways to reach their audiences effectively.
Some platforms offer to solve that challenge by building a “premium internet,” but that risks favoring exclusive deals, limiting reach and closing off growth potential. Instead of limiting marketers, Display & Video 360 offers innovative open solutions like Publisher Advertiser Identity Reconciliation (PAIR) to connect your first-party data with top publishers and the power of Google AI to unlock truly holistic audience insights. This gives you a more complete view of your audience and helps you discover untapped opportunities.
PAIR: A new standard for first-party data
To get the best performance from your trusted data, you need a solution that empowers advertisers and publishers to connect with consumers in a more effective and reliable way. Now generally available to all customers, Display & Video 360’s PAIR helps you deliver relevant ads while respecting users’ privacy by connecting your data with a publisher’s data. PAIR doesn’t require you to share or pool information with other advertisers, keeping your first-party data protected and safe.
We have worked with industry partners like the IAB Tech Lab, which adopted PAIR as an industry standard. Expanding on PAIR’s success as an open model, we are also providing open-source confidential computing solutions for PAIR to bring further security assurances to use cases within Trusted Execution Environments.
«IAB Tech Lab is standardizing PAIR, allowing advertisers and publishers to keep their data secure. We’re expanding the protocol’s interoperability across a wider range of data clean rooms and driving adoption among DSPs».
— Shailley Singh, EVP, Product and COO, IAB Tech Lab
The industry has embraced PAIR, with more than 20,000 publisher domains already live through LiveRamp’s Authenticated Traffic Solution, including major connected TV partners like NBCUniversal and Disney. Retail leaders like Albertsons are using PAIR to create meaningful customer experiences for advertisers.
Building a consented first-party audience strategy with PAIR can help you tap into your data’s potential. Hyundai’s CTV campaign, developed in partnership with Canvas and Making Science, achieved an 8% reduction in cost-per-reach with PAIR-based audiences compared to other segments.
«Hyundai is committed to media innovation. Efforts such as PAIR ensure we are adapting to an ever-changing digital ecosystem and improving our capabilities to meaningfully connect with consumers».
— Sean Gilpin CMO, Hyundai
Other advertisers have also seen success with PAIR:
- Omni Hotels saw a 4x increase in conversion rate versus traditional cookie-based personalization strategies.
- A leading home goods specialty retailer saw a 5x increase in conversions compared to historical targeting practices.
- PMG’s CTV campaigns for a retail client delivered a 67% lift in ROAS and a 39% CPA reduction.
Easily establish new connections using a wealth of signals and audiences
To supercharge your audience strategy in Display & Video 360, you can tap into a variety of powerful signals beyond PAIR. Here are a few examples of the signals you can use and the possibilities they can unlock:
- Connect your data: Connecting your BigQuery and Google Analytics accounts to Display & Video 360 unlocks more actionable insights and enhances audience performance. Mitsubishi Motors successfully implemented this strategy and achieved a remarkable 14x increase in conversion rates.
- Re-engage your audience: Use Customer Match to reach your best customers across Google and YouTube. Leverage Google-engaged Audiences to reconnect with users who have interacted with your website. Create a Video-based audience to engage with viewers of your YouTube videos and channels.
- Boost efficiency behind the scenes: Display & Video 360 organically uses signals like Publisher Provided Identifiers (PPID) and Exchange Provided ID (EPID) to improve ad quality and protect user privacy, boosting advertiser ROI by an average of 7% and publisher revenue by 20%. Plus, we’re testing and integrating with Chrome’s Privacy Sandbox APIs to ensure you seamlessly benefit from the latest advancements in privacy-preserving signals.
Supercharge your data with Google AI
In Display & Video 360, Google AI-powered solutions like optimized targeting and enhanced automation can analyze fragmented signals and harmonize them to optimize and scale your campaigns, delivering superior results regardless of your data resources.
Advertisers using optimized targeting boost campaign objectives by an average of 25% with Google audiences and 54% with first-party audiences. Optimized targeting analyzes real-time campaign data with Google AI, helping you discover new and relevant people more likely to convert within your campaign goals.
Enhanced automation with Google AI helps you improve your campaign performance using aggregated click, conversion, and impression signals to predict the optimal bid for each impression.
Advertisers who turned on enhanced automation saw a 60% lower median CPA at the insertion order level.
And advertisers using both optimized targeting and enhanced automation see a 10% lower CPA compared to using just one solution.
Display & Video 360’s comprehensive suite of signals, fueled by Google AI, empowers marketers to navigate the evolving digital advertising landscape with confidence, and all marketers can start implementing all of these tools to fit their unique needs today. Ensure that your demand-side platform has a breath of signals available for optimal performance across the internet.
Interested in learning more about Display & Video 360 and PAIR implementation? Contact us to get a personalized consultation and discuss how these solutions can increase the effectiveness of your advertising campaigns.
Don’t limit yourself to scattered data and outdated targeting methods. Display & Video 360 provides marketers with access to advanced Google AI, first-party data, and automated solutions to help maximize the effectiveness of their advertising campaigns.
- Use PAIR to securely combine advertiser and publisher data.
- Optimize targeting with Google AI to increase conversions.
- Automate purchases and reduce CPAs with intelligent algorithms.
Contact us at hello-gmp@admixeradvertising.com, to get a personalized consultation on how to customize and implement Display & Video 360 into your strategy.
The text was prepared based on the materials: Display & Video 360: the demand side platform for a connected internet
