In order to cut down excess resources and seamless workflow, tech giant Google has announced to introduce automated third-party verification in Campaign Manager and custom pre-bid filtering in Display and Video 360 tools.
The process previously used was cumbersome and required multiple teams working to work in spreadsheets to add third-party verification to each placement on the media plan. This required a lot of resources and time, often leading to errors at reporting.
“Now you can seamlessly add third-party brand verification measurement to the ads you serve with Campaign Manager. You can still use Campaign Manager’s built-in Verification suite, but can now add third-party verification to your campaigns faster,” Sunil Gupta, Product Manager, Google Marketing Platform, said in a statement.
Automated third-party verification is faster and less error-prone because it uses system-to-system API calls between Google and the third-party vendor, said the company.
Now a user doesn’t need to log into a separate system to see what ads were blocked. Instead, one will have a centralised view alongside all of the user’s media and creative performance.
“We are launching with Integral Ad Science (IAS) as our first partner for this new capability and are actively working to bring other partners on board,” Gupta added.