Understanding Publisher Provided Signals in Google Ad Manager

This functionality allows publishers to leverage their own first-party data and contextual information to enhance programmatic ad monetization.

Google Ad Manager
Google Ad Manager

Publisher Provided Signals (PPS) is a new feature in beta testing on Google Ad Manager (v202405 announced this week). This functionality allows publishers to leverage their own first-party data and contextual information to enhance programmatic ad monetization.

PPS enables publishers to categorize their audience and contextual data using standardized industry segments. These segments are aligned with IAB taxonomies for audiences (IAB Audience Taxonomy v1.1) and content (IAB Content Taxonomy v2.2). By incorporating PPS into ad requests, publishers can provide advertisers with a clearer understanding of their audience and the content they are consuming. This can lead to more targeted and effective advertising campaigns.

Benefits of Publisher Provided Signals

Increased Value for Inventory: By providing richer data about their audience and content, publishers can make their ad inventory more attractive to potential buyers, potentially leading to higher bids.

Enhanced Privacy: PPS allows publishers to share valuable data with advertisers without revealing any personal user information. This is achieved through the use of standardized taxonomies that categorize data segments rather than individual users.

Improved Targeting: Advertisers can leverage PPS data to target their campaigns more effectively, reaching the right audience with the right message at the right time.

Support for Limited Context: For apps, OTT/CTV environments, and situations where contextual signals are limited, PPS can provide valuable data about the content being consumed.

How PPS Works

Publisher Configuration: Publishers can enable PPS in Google Ad Manager and configure their settings. This includes mapping their existing audience segments and key-value data to the relevant IAB taxonomies.

Signal Generation: When a user visits a publisher's website or app, the publisher can generate PPS based on user activity, content type, and other relevant factors.

Ad Request Integration: The publisher sends an ad request to Google Ad Manager, including PPS data categorized using IAB taxonomies.

Bidder Access: Programmatic bidders participating in the auction can access the PPS data, subject to privacy controls configured by the publisher.

Targeting and Delivery: Advertisers can leverage PPS data alongside other targeting criteria to reach their desired audience.

Important Considerations

Currently in Beta: PPS is a beta feature, and its functionality may evolve over time.

Privacy Compliance: Publishers are responsible for ensuring their use of PPS complies with all applicable data privacy regulations.

Data Mapping: Publishers need to map their first-party data to the appropriate IAB taxonomies for PPS to function effectively.

Buyer Eligibility: Publishers can control which buyers have access to their PPS data.

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