Send your Audience to a Destination: Google
Story so far
Now that customers have been identified through the lookalike audience, this audience needs to be activated to publishers and partners. They will then use these profiles to serve the ad to the right people.
Google Customer Match - destination
You can use this destination for audience targeting across Google's family of apps that are supported by Ad Managers. Selection of the app that you want to run campaign against is indicated at the placement level in Google Ads Manager.
Google Ad Manager supports the activation of identities:
- GAID - Google Advertising ID
- IDFA - Apple ID for Advertisers
- phone_sha256 - Phone numbers hashed with SHA256 algorithm
- email_lc_sha256 - Email addresses hashed with SHA256 algorithm
- extern_id - Custom user IDs
Export Type = Segment Export
Google requires that no personally identifiable information (PII) is sent in clear. Therefore, the audiences activated to Google can be keyed off hashed identifiers, such as email addresses or phone numbers.
Activate Segments to the Google Destination
- In the left rail, click on Connections and choose Destinations, then go to Catalog. You’ll then see the Destinations Catalog.
- In Destinations, select Advertising, click the Activate Audiences on the Google Customer Match card.
- Select TVEMEA - Google Customer Match and click Next.
In the list of available audiences
- Select the audience you created in the previous exercise for mapping.
- Click Next.
For the Google Customer Match Destination, you need to specify your mapping identifiers between Adobe Experience Platform and Google. These will be used to match the profiles in your audiences between platforms.
For this lab, use the Hashed Email ID as the mapping identifier. The mapping has already been set up during the destination configuration. No action needed.
Your mapping should now look like:
- Click Next.
On the Audience schedule step:
- Click Next
- Finally, on the Review page, click Finish.
Your audience is now activated to Google Customer Match. You can reuse it to create a campaign and target your lookalike audience.
Exported Data
For Google, a successful activation means that an audience would be created programmatically in Google Customer Match. Audience membership in the audience would be added and removed as users are qualified or disqualified for the activated audiences.
The integration between Adobe Experience Platform and Google supports historical audience backfills. All historical audience qualifications get sent to Google when you activate the audiences to the destination.