Mar 12, 2021 19:00:00

How to use Google's newly proposed user identifier 'PPID'?

Google, which is building a new advertising mechanism that does not use

third-party cookies , will use existing publisher-specified identifiers (PPIDs) in a wider range of ways to deliver personalized ads while taking privacy into account. announced that it is being tested.

Helping publishers thrive in today's privacy environment
https://blog.google/products/admanager/helping-publishers-thrive-todays-privacy-environment/

Google Is Building Integrations For Publisher-Specific Identifiers | AdExchanger
https://www.adexchanger.com/platforms/google-is-building-integrations-for-publisher-specific-identifiers/

Google plans to abolish support for third-party cookies that extensively track Internet user behavior and violate privacy in Chrome, and will not create alternative identifiers that track individual users in the future. .

On the other hand, Google intends to continue targeting advertising in the future, and is trying to build a new advertising mechanism that does not use cookies . The specific mechanism is under discussion in the proposal of privacy sandbox , and at the time of writing the article, we are considering classifying users into cohorts of several thousand people and distributing advertisements based on the interests of each cohort. I'm here.

For details of the mechanism, you can read from the following article.

What is 'FLoC', a new advertising mechanism without third-party cookies proposed by Google? -GIGAZINE

In a blog dated March 11, 2021, Deepti Bhatnagar, Google's product manager and advertising manager, said that he is testing a method of using a ``publisher-specified identifier (PPID)'' in the new advertising system. said.

A PPID is an identifier assigned to a user by a publisher and is usually used in conjunction with a logged-in user or other customer information. Google has already introduced PPID in its advertising system, but so far it has only been used in direct transactions between publishers and ad buyers.

Newly announced by Google is that this PPID will be available for all programmatic transactions, including public auctions, via Ad Manager.

This allows publishers to assign PPIDs to users using first-party cookies or login IDs and send encrypted PPIDs to selected data sharing partners (ad buyers) via Ad Manager. Since the data is encrypted, ad buyers cannot know the interests of a particular user, but 'Since users frequently visit sports-related websites, it is suitable for sports-related campaign advertisements.' It will be possible to use it for judgment such as 'Yes'.

However, the PPID must be unique for each publisher and does not function like a unified ID that is valid across advertising channels.

The problem is that PPIDs that use first-party data generally work well for large publishers with large audiences. Small publishers may not work well due to lack of resources, and Google plans to address this problem by automating part of the PPID process.