There's been lots of change since our last update in June so here's your summary of everything Ad Ops in August '23.
The Google Analytics 4(GA4) x Campaign Manager 360 (CM360) integration is now available for all advertisers. This integration is an important piece of the puzzle that will support attribution anaysis, conversion measurement, and audience targeting after third-party cookies are depreciated next year.
Some new metrics have been added to CM360 to help report on unattributed conversions. These may help to make attribution modelling in CM360 more straightforward when used in conjunction with imported GA4 goals.
CM360 provided list audiences have been deprecated.
YouTube in-stream ads have been renamed ‘skippable ads’, which is a more accurate description of the format.
Outcome based-buying and tag-guaranteed deals are no longer supported in DV360.
Google Chrome’s Privacy Sandbox ad measurement APIs and ad relevance APIs (including Topics and Attribution Reporting) have now been launched for 99% of Chrome users. You can view the APIs in your own browser by going to settings > privacy and security > ad privacy. While the API’s have been launched in user’s browsers, there is still a lot of testing and implementation which needs to be completed by Google and the wider industry before third-party cookies can be removed from Chrome.
YouTube has made some changes to combat spam and fraud on the platform, including removing hyperlinks from descriptions and comments for Shorts, and removing banner links from creator pages.
And in GTM news, the GA4 config tag is going to be renamed the Google Tag. This is to reflect the fact that GMP products are increasingly integrated, with Google Ads already able to use the Google Tag for conversion measurement.
If you'd like help navigating the ever changing Ad Ops landscape, please get in touch.
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| Author | Ed Perry |
| Channel | Media |