PPC Weekly Digest on 11-15 of December 2023

Microsoft Video Advertising Partners with Netflix for Global Reach

Microsoft Advertising has announced an exclusive partnership with Netflix, marking a significant step in the world of Connected TV (CTV) and over-the-top (OTT) advertising. This collaboration, revealed in a recent webcast, aims to transform video marketing by extending Microsoft’s advertising reach to global audiences. The partnership is set to streamline CTV ad buying and offer comprehensive tech solutions to help brands target the right audience more effectively.

Full-Funnel Media Solutions by Microsoft Advertising for Sports Fans

Microsoft Advertising is offering full-funnel media solutions designed to engage sports enthusiasts more effectively. Recognizing the growing trend of digital live sports content consumption, Microsoft’s platform provides targeted marketing strategies and supports integrated marketing across multiple channels. This approach allows advertisers to reach sports fans consistently, leveraging tools like Genre targeting and in-market audiences for more cohesive advertising strategies.

Google Ads Launches Multi-Format Ads for Video Reach Campaigns

Google Ads has introduced a new multi-format ad option, enhancing its Video Reach Campaigns (VRC) with the addition of in-feed and Shorts ads on YouTube. This update offers advertisers increased flexibility and reach by including bumper, skippable in-stream, non-skippable in-stream, in-feed, and Shorts ads in their campaigns. The integration of these formats into VRC aims to maximize brand exposure while lowering the cost-per-thousand-impressions (CPM), making ad campaigns more efficient and cost-effective.

Google Analytics 4 Prepares for Third-Party Cookie Depreciation

In anticipation of the depreciation of third-party cookies, Google Analytics 4 (GA4) is introducing new features for 2024. These include the Protected Audience API, which enables remarketing without third-party cookies, and enhanced conversions for more accurate tracking. These updates are part of Google’s effort to adapt to changing privacy standards while maintaining user privacy. The focus is on first-party data, enhanced conversions, and durable ad performance measurement, ensuring compliance with data privacy standards, particularly in the European Economic Area (EEA).

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