Google’s first-party data unification Ads Data Manager available to all

Google has fully rolled out its Ads Data Manager tool to help advertisers easily centralize and activate their first-party data for more effective AI-powered campaigns, the company announced today at Google Marketing Live 2024.

What’s new. Ads Data Manager allows businesses to bring together disparate first-party data sources (e.g., conversions, email lists, surveys) into a single unified analytics hub.

Why we care. Despite the delay of third-party cookie deprecation, consolidating first-party data is an important process advertisers should start mastering. The process hasn’t been smooth so far, discouraging brands from being on top of it so this could be the update that helps them have a better handle on it. 

Why it matters. As AI becomes more integral to ad products, Google recognizes data quality and comprehensiveness will be crucial for powering personalized and performant campaigns.

What Google is saying. Google said:

• “To get the most out of AI, businesses need a strong measurement strategy built on a foundation of first-party data.”

Between the lines. The tool simplifies what Google describes as a previously “complex” process, especially for smaller businesses without dedicated data operations resources.

State of play. Ads Data Manager has been in beta testing but is now being made widely available across Google’s advertiser base.

The details. Key capabilities include:

• Combining online and offline data sources.
• Analyzing audience insights.
• Creating audience lists for targeting.
• Measuring campaign performance.

The bottom line. As AI’s ad capabilities accelerate, Google is investing in data preparedness tools to ensure advertisers can seamlessly access advanced AI-powered targeting and optimization features.