Google unveiled two solutions that enable brands using its Display & Video 360 to tap first-party data and machine learning: optimized targeting and Exchange Provided Identifiers (EPID).
Optimized targeting is currently available for YouTube video action campaigns within Display & Video 360, and it uses machine learning to help advertisers find new and relevant customers who are likely to convert within their campaign goals, without relying on third-party cookies.
Display & Video 360 product manager Shreya Mathur and senior product manager Rashi Verma explained in a blog post Thursday, “Because it uses the same goals as our automated and custom bidding solutions, optimized targeting reaches people most likely to drive impressions, clicks, or conversions as defined and customized by the advertiser to drive business outcomes.
