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

Google advertisers can centralize and activate first-party data for more effective AI-powered campaigns via its Ads Data Manager tool.

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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.

About the author

Anu Adegbola
Anu Adegbola has been Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more.

In 2008, Anu's career started with
 delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side.
Outside editing Search Engine Land article she is the founder of PPC networking event - PPC Live, host of weekly podcast PPCChat Roundup, and brand evangelist at ClickTech. 
She is also an international speaker with some of the stages she has presented on being SMX (US), SMX (Munich), Friends of Search (Amsterdam), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna) and more.

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