Google Ad Manager unveils curation tools to streamline agency operations
New curation features in Google Ad Manager help agencies optimize workflows and improve audience targeting across digital platforms.
Google announced new curation capabilities within Google Ad Manager on November 4, 2024, introducing tools that help media agencies optimize workflows, enhance forecasting accuracy, and manage publisher relationships. The announcement, made by Peentoo Patel, Director of Product Management at Google Ad Manager, addresses the challenges agencies face in reaching audiences across fragmented digital platforms.
The new curation system allows agencies to work directly with curation partners through their Agency Seat. According to the documentation, agencies can target data segments or curated auction packages while maintaining streamlined operations. The system introduces three primary functions: adding data segments to auction packages, subscribing to curated auction packages, and adding data segments to publisher deals.
The curation platform currently supports integration with several major data providers, including:
- Audigent
- IAS
- Liveramp
- Lotame
- Multilocal
- Permutive
- PrimeAudience
- Scope3
According to Travis Clinger, Chief Connectivity & Ecosystem Officer at LiveRamp, the curation capabilities enhance connectivity and signal strength, particularly beneficial for display and Connected TV (CTV) campaigns.
Operational Benefits for Agencies
The new system offers several operational advantages:
Centralized Data Management
- Single deal ID application across multiple DSPs
- Enhanced data segment match rates through SSP-level targeting
- Improved forecasting based on publisher availability
Streamlined Financial Operations
- Automated fee management
- Integration of data provider payments into bid prices
- Elimination of separate billing workflows
Technical implementation process
The implementation process involves specific steps for agencies:
Agency Seat Activation
- Login to Agency Seat
- Navigate to Account Settings
- Enable "Activate curation"
- Accept terms and conditions
Data Segment Management
- Create or modify auction packages
- Select data providers
- Enter segment IDs
- Apply targeting parameters
Reporting and analytics features
The system includes comprehensive reporting capabilities:
- Data segment performance tracking
- Curation partner fee monitoring
- Cross-DSP campaign analysis
- Unified performance metrics
Cross-platform integration
According to Chandra Cirulnick, VP of Global Supply Partnerships at Yahoo DSP, the system currently supports:
- Preferred Deals
- Private Auctions via Display & Video 360
- Yahoo DSP integration
- Programmatic Guaranteed (upcoming feature)
Key Facts
- Announcement Date: November 4, 2024
- Platform: Google Ad Manager
- Number of Supported Data Partners: 8
- Key Features: 3 main curation functions
- Integration: Multiple DSP support
- Billing: Automated fee management
- Implementation: Single deal ID system
- Coverage: Display, CTV, and programmatic channels
- Future Updates: Programmatic Guaranteed support planned