Google Display & Video 360 Audiences setup for Data Activation

The Data Activation connector for Google Display & Video 360 (DV360) Audiences enables seamless integration of your customer data with Google's enterprise-level programmatic advertising platform. This connection empowers you to build and activate precise, data-driven audience segments for targeted and impactful digital campaigns.

Here's how this integration adds value:

• Enriched audience targeting: Use first-party customer data to create highly tailored audience segments in DV360, enhancing the relevance and effectiveness of your campaigns.

• Real-time data activation: Sync real-time customer insights with DV360 to ensure your campaigns are always targeting the most up-to-date and relevant audience profiles.

• Smarter retargeting: Deliver dynamic retargeting ads based on recent customer interactions, behaviors, or purchase intent, driving higher engagement and conversion rates.

• Cross-channel consistency: Align your DV360 campaigns with broader cross-channel strategies, ensuring cohesive messaging and a unified customer journey.

• Optimize media spend: Focus your programmatic budget on high-value segments, reducing wasted impressions and increasing return on ad spend (ROAS).

• Advanced audience expansion: Use data to build lookalike audiences in DV360, extending your reach to new customers who share similar characteristics with your high-performing segments.

• Actionable insights: Use combined data from the Data Activation and DV360's reporting tools to analyze performance, refine your audience strategies, and maximize campaign ROI.

Destination connector overview

Note

You can use nearly any partnerType while using the payload "CRMID", however if the partnerType has a SHA256 hashed identifier, Google won't accept it and it won't work.

Identifiers for DV360

Encrypted cookie IDs (google_gid)

The Google DV360 connector uses encrypted cookie IDs that were collected in the user's browser and stored as a 'mapping' in the user profile. Collecting DV360 cookie IDs is done using a cookie sync tag, which you can set up in Tag Management:

_st.tracking.syncPartner(7);

This tag triggers a process that stores the Google cookie ID in the user profile using Google's Cookie Matching Service.

Mobile advertiser IDs (ios.idfa / android.idfa)

In mobile apps, there are no cookies. Instead, Ad Manager uses user-resettable identifiers provided by the mobile device's operating system. Typical advertising IDs are AdID (Android) and IDFA (Apple). Mobile advertising IDs allow developers and marketers to track activity for advertising purposes.

These advertising IDs allow buyers to match their data about users to the user behind an impression received from an exchange. This promotes effective remarketing, frequency capping, and conversion tracking on Ad Exchange inventory.

For more information, see Google's Ad Manager Help article.

CRM ID

The CRM ID allows you to target consumers based on your main identifier for the consumer. This works by sending your identifier to a Google matching table while the consumer visits your website. This is still cookie-based matching, but allows you to use your own identifiers (as long as they're not hashed). It can be used for both targeting existing users and reaching new users by targeting similar audiences of your current customers.

To use this, create a new Tag:

1. In Data Activation, navigate to Tags and select Pages.

2. On the Global path, click the + button to create a new tag.

3. Search for DoubleClick.

4. Click DoubleClick and choose Customer match.

Instructions

There are 2 types of DV360 accounts: a Partner account and an Advertiser account. It's possible to send audiences to either one (or both) of them.

Step 1: Link to your DV360 account

1. Go to Google Display & Video 360.

2. Navigate to Settings → Linked Accounts.

3. Select Relay42 as 'External data management platform'.

In some cases, it's also necessary to fill in this Google form (discuss with your Google account manager if this is required).

Step 2: Request account pairing completion

Before the Google DV360 connector works in the interface, the Data Activation Support team needs to finish the 'pairing process' by creating the DV360 accounts for your siteId.

Email support@relay42.com with the request to finish the account pairing process and include:

1. The name for the Advertiser as it should appear in the interface

2. The Advertiser ID (DV360 account ID from either the partner or advertiser account)

Tip

As a naming convention for the connector, you could use "DV360 - {{Account name}} {{Advertiser ID}} - Advertiser" or "DV360 - {{Account name}} {{Advertiser ID}} - Partner" to easily distinguish between different DV360 accounts.

Step 3: Configure destination

1. On the Data Activation platform, select Connectors in the left-side navigation bar.

2. Select Server to Server and click New Connector.

3. Select Google DV360 and fill in the configuration menu:

   • Give this connector a name (default name is "Google DV360")

   • Under Advertiser, choose one of the paired DV360 accounts

   • With User ID type, choose the type of identifier (Web for cookie IDs, Mobile for ios.idfa/android.idfa)

Step 4: Add the destination connector to an audience or journey

1. On the Data Activation platform, select Audiences in the left-side navigation bar.

2. Configure what criteria users should meet to become part of the audience in step 1.

3. Add your Google DV360 connector in step 2.

4. Select one of the existing audiences in DV360 or create a new audience using the + icon.

The name of the audience you enter is pushed to DV360 and appears in the interface.

Checking your audiences in Google DV360

In Data Activation, go to Audiences → All Audiences in DV360 and you should see your audience appear in the list.