The Data Manager API has been unveiled as a universal connector for advertisers, streamlining the integration of first-party data across Google services.
Built with IAB Tech Lab ECAP standards, the API allows for single data sharing that automatically updates across platforms, enhancing measurement and audience targeting.
Advertisers leveraging first-party data can see significant improvements, with average increases in incremental ROAS reaching 11%. An example highlighted includes Dr Martens, which incorporated their data into Google Ads, resulting in a 16% revenue increase through Performance Max.
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