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New ways for publishers to manage first-party data

People’s expectations for online privacy have changed, making it essential that digital advertising evolves to better meet their needs. That’s why we’ve been investing in durable solutions to help publishers of all sizes grow their businesses in privacy-forward ways. To help our partners prepare for the future, we’re sharing details on new and updated features that give publishers added control of their first-party data and how they can share it with their advertising partners.

Make your first-party data more accessible to programmatic buyers

Publishers have always had the most relevant insights about the audiences visiting their sites and apps, along with information about the content they consume. But there hasn’t been an easy way for publishers to make use of this information with programmatic buyers outside of direct reservations.

We’re introducing publisher provided signals to help you categorize your first-party data into consistent audience or contextual segments and then share these signals with programmatic buyers. These signals make it easier for programmatic buyers to find and purchase audiences based on things like demographics, content interests or purchase intent across multiple sites and apps without tracking people’s activity in apps or across the web.

To help publishers and buyers find value and easily use these new first-party signals, we are working to incorporate industry standards. As a first step, we are integrating the IAB Tech Lab’s Seller Defined Audiences into this solution. Publishers can use the IAB’s Audience Taxonomy and Content Taxonomy to share signals with Google Ads and Display & Video 360 as part of our beta testing. In the future, we’ll roll out publisher provided signals to more publishers and Authorized Buyers and Open Bidders. We look forward to incorporating their feedback into the product development.

“Seller Defined Audiences was created by the advertising industry via Project Rearc, to help advertisers and publishers responsibly and reliably share first-party data at scale without the need for user identifiers. It’s a great step forward to have Google Ad Manager adopt these new standards for their publisher partners, and help advance a new system for addressability and accountability that meets user privacy expectations.”

– Anthony Katsur, CEO IAB Tech Lab

Share secure signals with your trusted partners

We’ve also been working with publishers to improve a feature that allows them to securely share signals with their trusted third-party buying partners – Authorized Buyers and Open Bidders. During our beta testing, we heard feedback from publishers and third-party buyers that you’d like more flexibility with this feature. That’s why we’re adding new controls and renaming the tool from encrypted signals to secure signals to better reflect how you can choose to implement its functionality.

Currently, publishers work with third parties to set up code on their websites and apps to activate this feature. This new expanded functionality will let publishers use their own code, making it easier for them to create and send data, like first-party identifiers, to trusted partners.

Secure signals still gives publishers full control over what data is collected and who can receive the signals. When passed through Google Ad Manager, the data is required to be obfuscated, meaning Google cannot read or use the signals. Ad Manager only acts as an intermediary on behalf of the publisher to pass the signals to their chosen third-party bidders.

We understand that you work directly with many third parties to maximize the value of your content. That’s why we will continue to support these trusted, direct relationships and build solutions to help you monetize your inventory in the best way for your business.

Deliver more relevant app ads with same app key

The growing desire for privacy isn’t unique to the web. Any publisher who has an app should also be exploring privacy-preserving solutions to increase the value of its app inventory as well. That’s why in the coming months we’ll update a feature called same app key to help publishers using Ad Manager serve relevant ads on iOS without tracking users across third-party apps.

Same app key uses first-party data collected from your apps, such as information about how users interact with ads inside your app. It can’t be used to link user activity from your apps to third-party apps.

Get up to speed on ads privacy and our privacy safe solutions

In addition to the new capabilities we shared above, we’re committed to helping publishers of all sizes navigate the evolving privacy environment. You’ll find new resources below to help you learn about industry-wide privacy changes, develop new privacy-forward strategies for using data and decide which Google solutions are right for you.

  • Publisher Privacy Playbook – Learn about the digital ads ecosystem, get practical strategies for improving your ads privacy and an overview of Google’s solutions for publishers.
  • See how other publishers are preparing for the future of privacy. Working with Deloitte, we commissioned new studies to better understand how top European publishers are adapting to the ads privacy landscape and how North American publishers are turning to first-party data to prepare for the future.
  • Learn how to use key values to earn more from your first-party data in this series on the Ad Manager YouTube channel.
  • Level up your knowledge of Ad Manager’s first-party data solutions and earn an award on our Skillshop learning platform by completing the Privacy-forward Solutions for Publishers learning path.
  • Lastly, learn more about the privacy forward solutions available in Google Ad Manager, like Publisher Provided Identifiers by watching webinars at PublishersOnAir.withGoogle.com.
13 Settembre 2022
12 B2B Marketing Sessions You Can’t Miss at Content Marketing World 2022
notizie dai blog
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12 B2B Marketing Sessions You Can’t Miss at Content Marketing World 2022

Content Marketing World

Content Marketing World

Photo: CMWorld 2021

It’s amazing to think that 2022 marks the 12 year anniversary of Content Marketing World. This year also represents the 12th time I’ve presented at CMWorld with the first presentation in 2011: A Content Marketer’s Guide to Social Media and Search Strategy. That first amazing event had about 50 speakers and around 600 attendees.

Content Marketing World 2011

Conference Comic CMWorld 2011

Fast forward to today and this year’s Content Marketing World has nearly 200 speakers providing workshops, keynotes, and breakout sessions with anywhere from 3,000 to 4,000 attendees. I am just as excited to present this year as my first with a session on The Secrets of Creating Inspired B2B Content Experiences Wednesday September 14th at 1pm in Grand Ballroom B.

So what’s else is on the menu for B2B marketers at CMWorld in 2022? Here are some of the sessions we’re looking forward to and why. BTW, picking just 12 sessions was INCREDIBLY difficult – this is truly an impressive agenda. Well done Stephanie Stahl and CMI team!

For early rising runners, Wednesday and Thursday is an opportunity to start the day with the #CMWorld Running Club at 6am. This is a short run starting at the Lakeside Entrance of the Convention Center led by Joe Kalinowski and it’s not only a way to get your blood pumping and heart rate up first thing in the morning, but also a great way to connect with other marketers that love to run. Slow, fast or somewhere in between, all are welcome!

Wednesday, September 14

Keynote: This Is Content
Robert Rose  @Robert_Rose
Chief Strategy Advisor, Content Marketing Institute
Location: CMWorld Keynote Stage
Time: 8:30 am – 9:00 am
Why: Robert’s speaking our language at TopRank Marketing, it’s time to “elevate” the B2B industry’s content marketing efforts!

Keynote: Voice is the New Logo
Ann Handley @MarketingProfs
Chief Content Officer, MarketingProfs
Location: CMWorld Keynote Stage
Time: 9:30 am – 10:00 am
Why: Because Ann Handley.

“Fail Fast:” Using experimentation to drive better content experiences, faster
Shafqat Islam @shafqatislam
General Manager, Marketing Orchestration, Optimizely
Location: Room 26
Time: 12:20 pm – 12:50 pm
Track : Keynote – Big Ideas
Why: B2B marketing needs to optimize experiences and do it fast. Learn how with Shafqat.

Beyond SEO: How Website Optimization Can Double Your Traffic, Conversions, and Sales
Laurel Miltner @laurelmackenzie
Director of Digital Marketing, NAVEX
Location: Room 1
Time: 2:20 pm – 2:50 pm
Track : Search Engine Optimization
Why: Double traffic, conversions and sales by being the best answer for your customers at the very moment of need? Sign me up!

Most Thought Leadership Content Isn’t Thoughtful or Leading: We Need to Fix That!
Lisa Gately @LisaGately
Principal Analyst, Forrester
Location: Room 6
Time: 3:00 pm – 3:30 pm
Track : Executive
Why: Thought Leadership can be incredibly effective for B2B brands but most of it sucks (my word). I agree Lisa, let’s fix it.

Keynote: Teaming, Scheming, Streaming: Inside our Game Plan to Salesforce+
Jessica Bergmann @jbergmann
VP, Content Strategy & Customer Marketing, Salesforce
Time: 4:45 pm – 5:15 pm
Why: How can you create a TV network for your B2B brand? Here you go.

Thursday, September 15

Keynote: Top-Down Creation: How clever content creators leverage tiny audiences to deliver outsized results
Andrew Davis @DrewDavisHere
Keynote Speaker &, Author
Time: 9:45 am – 10:15 am
Why: Because Andrew Davis keynotes are high energy and even more thought provoking and actionable.

Behavioral Analytics: Stop guessing. Get clarity
Ravi Theja Yada @ravitheja22
Principal Program Manager, Microsoft
Location: Room 5
Time: 11:40 am – 12:10 pm
Track : Analytics & Data
Why: To optimize the user experience on your B2B industry website you have to understand behaviors. There’s analytics for that.

Your words, not mine: how (and why) to spice up your content with expert interviews
Sarah Goff-Dupont @sarahgoffdupont
Principal Writer, Atlassian
Location: Room 6
Time: 12:20 pm – 12:50 pm
Track : Writing/Content Development
Why: This is an essential part of most B2B influencer collaborations without calling it that – interview credible experts and see the magic happen.

Content Attribution: The Missing Piece For Content Marketing Excellence
Christopher Penn @cspenn
Chief Data Scientist, Trust Insights
Location: Room 5
Time: 1:00 pm – 1:30 pm
Track : Analytics & Data
Why: You might know which channels are working but which content is performing? Chris knows.

Friday, September 16

Content for Generation Z
Lenox Powell @LenoxPowell
Content Director , Semrush
Location: Room 3
Time: 8:40 am – 9:10 am
Track : Purposeful Marketing
Why: B2B marketers better be ready to create the content their future customers are using today.

How LinkedIn Marketing Solutions is Using the Blog to Power Its Growth Engine
Tequia Burt @TequiaBurt in/tequiaburt
Editor in Chief, LinkedIn Marketing Solutions Blog, LinkedIn
Steve Kearns @stevektweets in/stevekearns3
Senior Content Marketer, Linkedin
Location: Room 6
Time: 9:20 am – 9:50 am
Track : Content Planning/Operations
Why: This is a chance to learn how the ultimate B2B brand is driving results in a market where growth is tougher than ever.

I’d like to repeat how difficult it was to pick just 12 and yes, the number 12 represents the 12th anniversary of Content Marketing World. You can see the full agenda for the conference here, including workshops which I did not include in this list.

If you do miss a session you really want to check it out, I will be liveblogging a few of these presentations so be sure to follow @toprank and @leeodden for information about when those posts publish.

The Secrets to Creating Inspired B2B Content Experiences

At 1:00 pm Wednesday September 14, there are 13 sessions happening at the SAME TIME so if you’re interested, be sure to visit me in Ballroom B for my presentation, The Secrets of Creating Inspired B2B Content Experiences.

Here’s more info: B2B marketers are creating more digital content than ever with expectations of performance in the spotlight of every executive pulling the trigger on tentative marketing budgets. However, it’s no longer enough for B2B brands to inform audiences with the same “boring to boring” content. Modern B2B customers want to be informed but also inspired, to feel something. But what’s the secret to creating inspired content experiences?

In this presentation you’ll learn these secrets:
– The Facts Tell, Stories Sell Approach to Content
– How to Use OPC to Inspire Your ICP
– Top Tactics B2B Leaders Use to Elevate B2B Content

If you’re looking for a even more smart content marketers to learn from, be sure to check out Lane’s list of Top 25 B2B Content Marketing Influencers and Experts To Follow.

The post 12 B2B Marketing Sessions You Can’t Miss at Content Marketing World 2022 appeared first on B2B Marketing Blog – TopRank®.

13 Settembre 2022