Google has recently released its Ads Data Manager tool to help advertisers streamline and utilize their first-party data for more effective AI-powered campaigns. This tool allows businesses to consolidate various sources of first-party data, such as conversions, email lists, and surveys, into a single analytics hub.
Consolidating first-party data has become increasingly important for advertisers, despite the delay in third-party cookie deprecation. The process has been challenging thus far, which has deterred brands from effectively managing their data. However, with the introduction of Ads Data Manager, advertisers now have a user-friendly solution to better handle their first-party data.
Google recognizes that as AI continues to play a significant role in advertising, the quality and comprehensiveness of data will be crucial for creating personalized and high-performing campaigns. In Google’s own words, “To get the most out of AI, businesses need a strong measurement strategy built on a foundation of first-party data.”
Ads Data Manager simplifies what was once a complex process, particularly for smaller businesses that may not have dedicated data operations resources. This tool was previously in beta testing but is now widely available across Google’s advertiser base.
The key capabilities of Ads Data Manager include combining online and offline data sources, analyzing audience insights, creating audience lists for targeting, and measuring campaign performance. These features enable advertisers to access advanced AI-powered targeting and optimization features seamlessly.
Overall, Google’s investment in data preparedness tools like Ads Data Manager emphasizes the importance of leveraging first-party data for AI-driven campaigns. As AI capabilities continue to advance, advertisers must stay ahead by effectively managing and utilizing their data to drive successful advertising campaigns.
About the author:
Anu Adegbola is the Paid Media Editor of Search Engine Land and has been in this role since 2024. She has extensive experience in delivering digital marketing campaigns, particularly in paid search. In addition to her role at Search Engine Land, Anu is the founder of the PPC networking event, PPC Live, and the host of the weekly podcast PPCChat Roundup. She is also an international speaker, having presented at various conferences and events worldwide.
