Google announced third-party verification much faster and less error-prone in the marketing platform. New third-party verification tags are using system-to-system API calls between Google and the third-party vendor. Currently, Google is planning to launch automated third-party verification in custom pre-bid filtering in Display and Video 360 tools and Campaign Manager.
Earlier third-party verification process required multiple teams working on spreadsheets to incorporate third-party verification to each placement on the media plan. It used to utilize a lot of resources and often resulted in discrepancy reporting.
According to Google, the faster speed and less error-proneness of automated third-party verification are due to the use of system-to-system API calls between the third-party vendor and Google.
Sunil Gupta- Product manager, google Marketing platform said in a statement that with the introduction of Automated third–party verification, one can add third party brand verification measurement to the ads one serve with Campaign Manager seamlessly. One can still use Campaign Manager’s built-in Verification suite, but now one can save time by adding third-party verification to your campaigns faster.
It will also enhance conducting the digital campaign experience as well. Centralized tag management is provided within Campaign Manager by Automated third-party verification. It will help in streamlining the workflow across all digital campaigns. This new feature also added new metrics in reporting called “Vendor Blocked Ads”.
Unlike earlier when the users have to log into a separate system to see what ads were blocked, now we don’t need to log into a separate system. Instead, one can have a centralized view along with all of the users’ data and creative performance.
Sunil Gupta further added and said that they are launching automated third–party verification with Integral Ad Science (IAS) as the first partner for this new feature and are actively looking for bringing other partners on board. Customers of Campaign Manager can integrate with IAS directly, using their Automated 3rd-Party Verification tag to add IAS brand verification measurement to all of their creatives.
Marketers using Display and Video 360 are working with partners to enforce media quality standards. Features like Pre-bid filtering aims to help in ensuring users are only buying inventories that meet brand safety and suitability requirements.
