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Person-level identity is becoming of utmost importance to performance media in the modern marketing ecosystem due to increasing privacy regulations, transparency requirements, and the retirement of the third-party cookie. Given Google’s 73% search market share, making best use of first-party data on its platform is critical.
In this paper, we will discuss how marketers can take an audience-centric approach to Google advertising from the very start, beginning with the basic audience capabilities of the GMP and building towards the ways in which more mature strategies are focused on identity.
You'll learn to reach the right individuals with maximum efficiency and with the most pertinent messaging, depending on where each person sits in their unique journey with your brand.
The Google Playbook will ensure you:
- Understand the future of the digital media ecosystem
- Use first-party data on Google’s platform, covering a range of maturity levels
- Learn how modelling and analytics are both at the heart of a people-based media strategy
- Connect all GMP capabilities to generate positive ROAS for your media activity
