Annually, Google gathers its partners to discuss the upcoming digital trends and insights. In December 2018 60+ Google Partners from European region got together in Dublin to join Google EMEA event.
Being a NMP certified Google Ad Manager Partner since 2014, Admixer traditionally attended Google EMEA Think Partner in December 2018. Here are our key takeaways from Google EMEA 2018.
Focus on Users
Now more than ever Google is focusing on better advertising for everyone: users, publishers, and agencies.
Besides, protection becomes a must-have for each area, whether it’s content, business model, or protection from fraud. Special protection focus on users is based on GDPR rules updated in 2018.
Alongside advanced user data and preferences protection, Google will tighten partners evaluation process. Specifically, the most trusted partners (GCPP) will have to provide high healthscore. This healthscore will form based on the GCPP’s ecosystem of high-quality partners, transparency, accountability, and demonstrated growth.
Publisher Needs
Being helpful and supportive for publishers becomes even more crucial. It’s essential to educate publishers and provide them with clear opportunities. Another critical area of support here is regulatory issues. Google encourages partners to help publishers overcome their regulatory obstacles via building consent tools and offering expertise.
Insightful Data
Data was one more important topic related to publishers. Google Analytics data enables publishers with even more actionable business intelligence now.
With Google’s News Consumer Insights framework publishers now have their data better structured and segmented. This, in turn, helps them improve their discoverability. Google offers some more opportunities like better newsletter sign-up process or web push notifications. They are all set to help publishers re-engage their casual and loyal readers.
Inventory for Buyers
Buyers want to delight their customers. What they need here is native ads, videos, and innovative formats for mobile. Buyers also expect to get advanced media buying methods that would decrease their costs alongside providing better performance and users engagement. Buyers need great content and inventory to reach their audiences with the right message at the right time.
Media Consolidation
Partners are empowered with Programmatic Guaranteed capabilities to help them understand Buyers & Advertisers challenges to drive them even more value. Specifically, these capabilities are Audience Guaranteed, Custom Creatives & Viewability Optimization. Together they help partners reach their campaign goals and generally scale the businesses more efficiently.
Trending Points
Google also recommends partners to keep an eye on important points, which are growing into trends. Several of them are gaining the ground especially crucially:
- Ads.txt: an essential tool against ad fraud which keeps rising from the trend into must-have. In 2019 ads.txt will become available for mobile
- Progressive web apps (PWA): sound, modern web experience for both, users and developers. PWAs are fast and reliable, engaging and non-invasive for users. This year we’ll have more and more of PWAs around
- Google Cloud: with its four superpowers – Recommendation, Segmentation, Perception, and Prediction – Cloud helps build a culture for hyper-scale. It keeps becoming a powerful tool for modernizing infrastructure and connecting data across different environments. This is also an crucial area for further improving ML and self-learning used in applications.
Final Thoughts
Generally, Google EMEA 2018 was dedicated to transparency, digital transformation, and focus on the user.
Also, the event was full of knowledge sharing between participants. Several partners became speakers to share their cases and experience.
For Admixer, Google EMEA has become a quintessence of insights. Now, we’re all set to building strategy in the age of changing market. And more importantly, we’ll strive to bring even more value, quality, and growth to our customers and partners.
Have any questions regarding Google Ad Exchange product?
Please reach out to Juliya Zavadska, Head of Product Development / Google AdManager: yzavadskaya@admixer.com