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Google's New Feature Will Make Managing Brand Safety Easier For Advertisers Dynamic Exclusion Lists to be unrolled in forthcoming weeks

author image Written by: Wade Morris           Categories - In The News, SEO

Good news for advertisers: you will soon be able to manage exclusion lists more easily.

Google has announced that it will launch a new version of exclusion lists, the feature that allows users to block their advertisements from specific pages or domains.

The new feature, called dynamic exclusion lists, will allow advertisers to automate how their exclusion lists are managed. 

Exclusion lists are an increasingly popular feature. These lists give advertisers the opportunity to manage their brand’s reputation by blocking their advertisements from particular pages or domains. In many cases, users will block their ads from sites that post offensive content or do not align with their brand’s values.

Many advocacy groups release lists of websites for advertisers to add to their exclusion lists. However, advertisers have had to select these websites manually – until Google’s new feature is released. As brand accountability is becoming a hotter topic in the culture of digital advertising, many brands are more deeply considering where and how they want to run their ad campaigns.

Dynamic exclusion lists will allow users to automate their lists. Users will be able to schedule automatic changes and updates to their exclusion lists. It will also be possible to use aforementioned third-party lists without having to update them manually.

Google is expected to release new information about the feature soon. Dynamic exclusion lists are expected to launch in the next few weeks.

READ MORE: Google Announces New Dynamic Exclusion Lists

READ MORE: Google Unveils Automated Brand Safety Tool to Create ‘Dynamic Exclusion Lists’

READ MORE: Google Ads to Roll Out Dynamic Exclusion Lists in Coming Weeks

Wade Morris

Wade brings an energetic approach to writing – he is always on the hunt for stories and angles that matter. With years of experience in journalism and marketing environments, Wade has written about everything from politics to education. Now, he writes about SEO and digital marketing trends.

You Can Use Third-party Cookies For An Extra Year

08/03/2022

We should have said goodbye to third-party cookies by now, but Google changed its mind. Again. The search engine is delaying its deprecation of third-party cookies and plans to kiss them goodbye in 2024, instead of early next year.

This is not the first time Chrome has prolonged the usage of these cute little assets – their plans changed last year when they decided to stop the usage of third-party cookies in 2023. This is the second extension.

Third-party cookies have been a go-to solution for years when it comes to measuring digital ad performance – and once Google stops supporting them, it will be way harder to see view-through conversions, especially if someone saw your ad and converted on your website later.

Why Is Google Extending Again?

Because they need more time to test the Privacy Sandbox initiative, Search Engine Journal reports. The Privacy Sandbbox initiative is supposed to be a low-key solution for targeted advertising.

“The most consistent feedback we’ve received is the need for more time to evaluate and test the new Privacy Sandbox technologies before deprecating third-party cookies in Chrome…

This deliberate approach to transitioning from third-party cookies ensures that the web can continue to thrive, without relying on cross-site tracking identifiers or covert techniques like fingerprinting.” –  said Anthony Chavez, Vice President of Google’s Privacy Sandbox initiative.

So, instead of just replacing the cookies with something new and wild, Google is taking a more rational approach and plans for a more gradual transition. The trial version of the Privacy Sandbox API is available to developers and should be available for millions of people this month too. More testing for more people is planned for next year.

Read More: Advertisers Working Hard To Find Alternatives to third party cookies

Other than using first-party cookies, you have some extra options for dealing with Google not supporting third-party cookies. This includes:

  • Identity Solutions – email address, phone number, login ID. This uses 1st-party cookies on your website
  • Google’s Privacy Sandbox – still developing
  • Publisher Provided Identifiers (PPIDs)
  • Contextual Targeting – doesn’t rely on personal data, but on the web page’s contents for keywords and phrases (time spent browsing)
  • Data Pools or Data Clean Rooms – storing a large amount of data
  • User Identity Graphs – combines personal identity information (email address) with 1st-party cookies and publisher IDs.
  • Digital Fingerprinting – identifying users by recording their IP, plugins, screen size, browser, time zone and OS.
Read More: How To Handle the removal of third party cookies

 

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Data-driven Attribution Becomes The Default?

07/26/2022

Google is all about automation, whether you like it or not. In their e-mail to advertisers, they let them know about their ad accounts switching to data-driven attribution.

In the e-mail, Google tells the advertisers which of their accounts qualify for the switch and gives them a deadline for cancelling the auto-switch, Search Engine Land reports. We went through our e-mails and here’s what we got:

But, wait – what is this data-driven thing now?

Back in September, Google revealed its plan to turn data-driven attribution into a default model. At the same time, they said that the other five rule-based models will still exist and be available for usage.

By using advanced machine learning techniques, data-driven attribution can understand the contribution each marketing touchpoint made to lead to conversions. Google says data-driven attribution accounts for several factors, such as ad format and time between ad and interaction.

As Barry Schwartz explained in this article, data-driven attribution checks the website and your ads on various platforms and uses data from your account to figure out which keywords and campaigns have the biggest impact on your business. In the end, it checks out how people engaged with your ads and comes up with a plan to move forward.

Learn how data-driven attribution works here.

“Data-driven attribution allows us to assign the right credit to every touchpoint. With automated bidding and data-driven attribution, we’ve seen an 18% reduction in cost of sales over last-click” – Lara Harter, Head of Online Marketing, DocMorris

So according to Lara, this could help save up some resources and direct them somewhere else. This option could work well with Smart Campaigns, but as always – you should do your own mini research.

Read More: Smart Campaigns Will Be Gone For Good Soon

The Backlash

However, not everyone is happy with this move by Google. For example, David Melamed expressed his opinion on LinkedIn:

“Data driven attribution doesn’t understand your cashflow needs. It doesn’t understand the human side of your account. Conversion & attribution models SHOULD NEVER be taken out of the hands of advertisers… Especially when Google owns the auction house.”

Others have a bit different opinion:

If you don’t want Google to make the switch, you can turn the option off using the link you got in the email.

Sure – data-driven attribution might actually work for you, but make sure you analyze everything first.

Compare the changes that would happen if you do make the switch.

Read More: Google Adds Four New Features To Performance Max

 

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