Google has introduced enhanced tools and curation capabilities in Google Ad Manager to help agencies optimize workflows, improve forecasting, and manage direct publisher deals more effectively.
Key Highlights:
New Curation Capabilities:
– Simplifies discovering and activating ideal inventory.
– Allows agencies to connect with trusted partners and access curated inventory packages and data segments directly in their accounts.
– Eliminates the hassle of separate billing for data providers and curators.
Enhanced Inventory Control:
– Supports integration with partners like Audigent, IAS, LiveRamp, Scope3, and more.
– Agencies gain insights for accurate forecasting and improved audience match rates.
– Focus on sustainability by selecting low-emission inventory segments.
Streamlined Programmatic Buying:
– Unified tools for reporting, discovery, and forecasting across DSPs.
– Simplifies negotiation with publishers using a single deal ID for buying platforms, including Display & Video 360 and Yahoo DSP.
Impact:
– These updates enhance agency-publisher collaboration, simplify operations, and provide tools for sustainability
-focused and data-driven advertising.
– Agencies can explore these features with their Google representative for further optimization.
