Weekly Prompt: Google Ads Data Manager and more

Google launches new tool to simplify first-party data management

Google is introducing Google Ads Data Manager, a tool designed to streamline the handling of first-party customer data for digital marketing efforts in the post cookie world. According to Kamal Janardhan, lead of product and measurement at Google Ads, the new tool is designed for marketers to measure ad campaigns that run across Google properties.

The new tool focuses on utilizing first-party data, allowing marketers to import their own data, such as sales information, and match it with Google's data to assess campaign performance. It also facilitates data integration from customer relationship management platforms like Salesforce.

As privacy regulations restrict the use of third-party cookies and online trackers, first-party data has gained significant importance. Google's decision to phase out third-party cookies on its Chrome web browser adds to the challenges marketers face. With the new tool, marketers can access data from various sources, including Salesforce and Google Ads Data Hub (a measurement and ad analytics platform run by Google), but the ads manager is also open to marketers that use other measurement services.

Google plans a full launch of Ads Data Manager in 2024, beginning with core features like conversion measurement and customer list activation within Google Ads. Support for more advertising products like YouTube will follow.

Sources: AdAge, MediaPost, Search Engine Journal

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