The Google Ads team has announced a number of updates, including the expansion of DDA (Data Driven Attribution) tools for the online giant’s video streaming platform YouTube.
Google Ads began rolling out DDA tools, formerly known as search attribution, earlier this year to help marketers better understand how online audiences are interacting with different types of ads. The main goal of DDA tools is to better understand how each ad presence brings a user closer to buying.
John Chen, Group Product Manager of Measurement at Google Ads, said the features will help marketers better focus their online ad buying activities and that the latest DDA tools are now in beta for a select group of YouTube advertisers are.
The update enables marketers to use conversion lift metrics such as website visits, signups, and purchases within the Google Ads platform to better understand how their YouTube ad purchases are affecting consumer behavior.
This is in addition to the metrics for Brand Lift and Search Lift already available in Google Ads, which introduce additional measures to reduce the time in which marketers can receive campaign information on the platform.
“To give advertisers a more holistic view of Google Media, we’ll be adding display ads to attribution reports in the coming months,” Chen wrote in a blog post. “DDA is our recommended attribution model as our constantly updated machine learning approach ensures you always get accurate results that reflect the latest changes in consumer behavior.”
Brands are increasingly demanding more holistic ways to understand how buying online ads affects consumer behavior. Marc Pritchard, Head of Branding at Procter & Gamble, used the ANA Media and Measurement conference last month to identify areas for improvement.
“We want a transparent and level playing field in which all actors – both digital and TV players – take part in cross-platform measurements,” he told attendees, advising them on what he wanted to add to his annual media plan of more than 4 Hold onto billions of dollars.