Google launches Audience Explorer, an insights tool for first-party data

Google this week launched Audience Explorer, a new tool in Google Ad Manager where publishers can better understand their audiences.

Publishers using Google Ad Manager’s Audience Solutions — a suite of paid features - will have access to Audience Explorer. Google Ad Manager’s Audience Solutions enables publishers to ingest, build, activate and now analyze first-party audience segments within the platform.

Gogole says publishers are now to analyze their audience segments, and develop enhanced narratives about their data to optimize their monetization strategies for both reservation and Programmatic Direct deals.

According to Google, with Audience Explorer can compare two first-party segments side by side. This helps publishers understand how distinct each audience segment is. Publishers can see the unique cookies, cookie overlap, unique impressions, and impression overlap.