#研究分享#【谷歌:你的数字化营销伙伴已上线】

#研究分享#【谷歌:你的数字化营销伙伴已上线】谷歌推出全新Measurement Partners计划,为用户提供更多可靠数据及测量工具,来追踪品牌的营销效果。随着用户的营销计划及日常活动日趋复杂,测量数据也变得越来越有挑战性,这次,谷歌计划严格甄选合作伙伴,包括comScore, Nielsen以及Oracle Data Cloud,力图提供最具洞察力、安全、可靠的结果。

Google Announces 'Measurement Partners' to Provide More Marketing Data Solutions

Google is launching a new ‘Measurement Partners’ program to give advertisers access to more trusted data options for tracking their ad performance.

Google Measurement Partner brand logos

As explained by Google:

“We believe that measurement you can trust is critical for brands trying to understand the impact of their marketing. But as the customer journey has become more complex, measurement has become increasingly challenging. And while Google strives to build great solutions, some marketers prefer to rely on third-party measurement solutions.”

Catering to this, Google’s new program will see the search giant partner with more than 20 verified partner brands, including comScore, Nielsen and Oracle Data Cloud. The first round of announced Google Measurement Partners have met Google’s ‘rigorous standards for accuracy’, and will be able to provide insights on viewability, reach, brand safety and sales lift, among other elements.

“Partners offer various solutions that work across Google advertising products, including Google Marketing Platform (including Display & Video 360 and Search Ads 360), Google Ads, YouTube, and more. Existing partner programs like App Attribution and Marketing Mix Modeling are now included in Google Measurement Partners.”

The announcement is part of Google’s broader focus on improving transparency in ad data tracking. This week, Google also announced new cross-device measurement tools in Google Analytics, which will provide more insight into the evolving customer journey - particularly how people are increasingly using multiple devices on the path to purchase.

The more insights we have into exactly how people are viewing digital ad content, and taking subsequent action, the better we’ll be able to track ROI, which is a key focus for Google moving forward.

文章:Google Announces 'Measurement Partners' to Provide More Marketing Data Solutions

作者:Andrew Hutchinson

来源:Social Media Today

链接:https://www.socialmediatoday.com/news/google-announces-measurement-partners-to-provide-more-marketing-data-solu/527685/


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