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Google Ads has been an SEO master’s dream come true ever since the feature’s inception. In order to attract clients looking for what your business has to offer, Google Ads has made it simple to advertise the distinctive qualities of your company. It modifies your advertisement to get the outcomes you desire. Additionally, Google Ads may support you in all areas, regardless of your chosen advertising objective: 

• Get more phone calls for your company
• more people visiting your store
• entice visitors to your website

To delight advertisers and SEO masters even more, Google has come up with a new feature. Google is introducing a method to use first-party data without third-party cookies to provide more targeted ads with Display & Video 360. 

What Are The Key Takeaways? 

Google has announced this in its blog post: “Publisher Advertiser Identity Reconciliation, or PAIR, is a new solution that gives publishers and advertisers the option to securely and privately reconcile their first-party data for audiences who have visited both an advertiser’s and a publisher’s site. Advertisers and publishers will be able to activate encrypted first-party information that is unique to their sites via aggregation. This process ensures no user-level data is ever shared between parties and the aggregated data is only readable and meaningful in the limited context of their direct relationship.”

PAIR enables advertisers to interact more directly with their target audiences while preventing online user monitoring. As a result, advertisers may target some of their highest-intent audiences with relevant ads while still upholding consumers’ expectations for privacy. This helps to improve advertising performance and accomplish marketing goals.

How Does The New Update Work? 

Previously, it was difficult to use both data sets in a way that protected user privacy because it required publishers to provide advertisers direct access to user information.

Advertisers and publishers can now use aggregation to activate encrypted first-party data that is exclusive to their websites. 

For audiences who have visited both an advertiser’s and a publisher’s site, first-party data is reconciled using a new solution called Publisher Advertiser Identity Reconciliation, or PAIR.

Let’s Look At An Example: 

Customers want targeted advertisements, but they don’t want them to compromise their privacy. Without depending on third-party cookies, advertisers will be able to serve pertinent ads to their first-party audiences, such as previous customers and members of their loyalty programmes. PAIR can be used to interact with returning customers or cart abandoners and stop them from seeing advertisements for goods they have already bought.

Consider that you are a shoe retailer and that a number of people have joined your email list. These identical individuals on your list have furthermore given their email addresses to a publisher when looking at stuff online.

Due to their pre-existing relationship with both you and the publisher, PAIR will enable you to contact these individuals with pertinent adverts on that publisher’s website.