A new tool to promote brands "Unique Coverage" from Google
In a recent conference, Google Think Brand 2015, which took place in Moscow, told about a new advertising tool for brand promotion, which aims at a new level of optimization of the campaign promotion process and significantly improve the indicators of maximum coverage of the target audience.
The head of Google Russia’s product solutions, Alexandra Belykh, announced the launch of a new tool called “Unique reach” in beta to help marketers get even more up-to-date and most personalized information about reach. Thus, it will allow a better understanding of its segmentation and features. From the words of Google representatives, as soon as possible, the largest Russian agencies will be given access to this data.
As the head of the department explained, the new service will acquire several stages of operation at once: in the first stage, Google creates a cross-application model based on user behavior across all the company's platforms. Then a dynamic model of a specific country is created, which can already be applied at the level of an advertising campaign.
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In summary, the Unique Coverage technology will include the direct use of third-party data from Google and SSP to determine coverage demographics.
“ We collected data on authorized users and unauthorized users on all Google products and platforms, and then created a behavioral cross-device model, ” - quoted from an interview with A. White.
Incidentally, in addition to the main announcement of the week, Google also introduced the new Russian portal Thinkwithgoogle.com , whose main mission is to broadcast announcements of new tools, research and other useful information for publishers (advertisers).
BYYD • Mobile Advertising Platform
The head of Google Russia’s product solutions, Alexandra Belykh, announced the launch of a new tool called “Unique reach” in beta to help marketers get even more up-to-date and most personalized information about reach. Thus, it will allow a better understanding of its segmentation and features. From the words of Google representatives, as soon as possible, the largest Russian agencies will be given access to this data.
As the head of the department explained, the new service will acquire several stages of operation at once: in the first stage, Google creates a cross-application model based on user behavior across all the company's platforms. Then a dynamic model of a specific country is created, which can already be applied at the level of an advertising campaign.
')
In summary, the Unique Coverage technology will include the direct use of third-party data from Google and SSP to determine coverage demographics.
“ We collected data on authorized users and unauthorized users on all Google products and platforms, and then created a behavioral cross-device model, ” - quoted from an interview with A. White.
Incidentally, in addition to the main announcement of the week, Google also introduced the new Russian portal Thinkwithgoogle.com , whose main mission is to broadcast announcements of new tools, research and other useful information for publishers (advertisers).
BYYD • Mobile Advertising Platform
Source: https://habr.com/ru/post/296872/
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