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Google Ad Manager has received eight updates, and more are on the way.
Google Ad Manager received eight changes and tweaks in a recent update, including integration with Google Analytics 4 (GA4), better pricing, and more. Google also provides information on four upcoming Ad Manager updates.
What’s New in Google Ad Manager?
Let’s take a glimpse of the following updates that are available in Google Ad Manager:
- PPID-TTL Extension: Google has added an optional time-to-live (TTL) extension feature to help you avoid showing poor-performing ads repeatedly. It means that if your ads do not receive any impressions for a certain period of time, they will be removed. The default value is 30 days, but if you’re getting few or no impressions after that, you should consider increasing it to 180 days or more.
- Facebook Rebrand: Advertisers no longer use Google Ad Exchange, DoubleClick for Publishers, or Atlas as a go-between because Google and Facebook built their own ad delivery servers. Instead, they publish directly through one of these two platforms, giving them complete control over where their ads appear. Here’s a quick rundown of everything you’ll need to get started as a marketer.
- Finished Supply Chain Objects: Google Ad Manager now includes a supply chain object. Advertisers can use this object to connect and sync their Google Ads account with a system other than Ad Manager (such as Salesforce or Zendesk). Connecting external data sources like these into your ad account can be difficult, so Ad Manager can act as an intermediary, handling API integration for you.
- Optimise Pricing: A new pricing feature has been added to Google Optimise, the company’s web optimization service. Businesses can use the new feature to test different configurations across different sections of their website to see how they affect conversions. You could, for example, test three different header layouts to see which one gets the most landing page clicks. Businesses that use Optimize, according to Google, generate 73 percent more revenue per visitor than those that don’t.
- Google Analytics Version 4: Google Analytics has been completely redesigned, with new features and a fresh new look. Although Google stated that there would be little functionality difference between Analytics versions 4 and 3, it also provided a way for users of older tools to easily transition to the new platform. Some of the tools available are Universal Reporting Tool (URT), Enhanced Link Attribution (ELA), Multi-Channel Funnels (MCF), and Mobile App Tracking API.
- Ads that use the WebView API: App developers who want their users to be able to run ads on their apps even when they aren’t connected to the internet can use the Google Ad Manager webview feature. To put it another way, ad serving can happen locally within a device without requiring an Internet connection. Here’s a rundown of everything you need to know about the Google WebView API.
- Ad experiences should be avoided: One of Google’s most recent product announcements is a new tool called Block ad Experiences, which allows Ad Manager administrators to prevent certain types of ads from running on their sites. Block ad experiences take things a step further by allowing Ad Manager admins to block entire inventory categories. While Google has always allowed users to use exclusion filters to exclude certain categories, such as gambling and alcohol, block ad experiences take things a step further by allowing users to block entire inventory categories.
- Bid rejection reasons: Advertisers will now be able to more easily determine why a specific ad was rejected from a particular website or page. Each bid rejection is explained in detail in the new Ad Manager update.
Updates to Google Ad Manager Coming Soon
Users of Google Ad Manager can expect the following updates soon:
- Active View Measurement: For mobile app display inventory in Ad Manager, this means switching from a proprietary viewability measurement technique to using the Open Measurement (OM) SDK.
- App-ads.txt: For Connected TV (CTV) inventory, buyers will soon start enforcing the Interactive Advertising Bureau (IAB) standard for inventory transparency, app-ads.txt.
- Query Migration: Google creates new saved queries in the Historical report type that mirror the data retrieved from the Ad Exchange Historical report type to assist publishers in migrating from the deprecated Ad Exchange Historical report type. We’ll add a “(migrated)” label to the historical report name to help you distinguish between Ad Exchange Historical and Historical reports. Users of the Ad Exchange for historical and saved reports will receive emails.
This week, Google’s Ad Manager platform received eight new updates. Advertisers do not need to use a third-party intermediary like Google Ad Exchange, DoubleClick for Publishers, or Atlas anymore. Instead, they use these platforms to publish directly, giving them complete control over where their ads appear. The Google Ad Manager webview feature is for app developers who want their users to be able to see ads in their apps even if they aren’t connected to the internet. The WebView API allows ads to be served locally on a device when it is not connected to the Internet.