Google has unveiled new advertising products and solutions at its annual Google Marketing Live Presentation for the year ahead. Most of the products are focused on mobile which has been designed keeping customer privacy in mind by utilising Machine Learning (ML). At the San Francisco show, Google introduced Discovery Ads whose format seems to reach users when they are exploring and welcoming new and unexpected services.
On the other hand, the intent-based ads can be served in the YouTube Homepage Feed, Gmail Promotions and Discover Section of Google Search. These ads appear in a swipeable roundabout and are naturally rendered.
TechStyle which is an online fashion subscription brand conducted the format which happened to be its high-pace growing new media channel. This format also generates lower per leads cost than social media or search. The discovery ads will hit the advertiser's market globally later this year.
Additionally, a new ad product 'Gallery Ad' is rolling out this year which will appear in Google search.
How does Gallery Ad work?
• Whenever users tap on the ads, a text headline implies more details on the products shown.
• Next, marketers can create 4-8 images with taglines of up to 70 characters apiece to swipe through.
• Further tapping on the ads will take users to the brand's site.
These new products revealed at the conference clearly portray a picture of the ways in which the largest advertising platform is accelerating ML tools and its connected group of popular apps including Gmail, YouTube.
The growing consumer privacy concern is developing complicated barriers for important marketing methods and has enforced a wider existential risk to the aura of ad-supported internet.
Chetna Bindra, senior product manager at Google said at the show, "Increasingly there are users who feel short-changed in this deal. They are losing trust in how their personal data is being handled."
The innovations exhibited at the show implies that machine learning has become a means to make most out of the huge amount of data available to marketers.
The emphasis on ML for automation campaigning also implies that marketer's new data ocean will decrease as users extract more and more control over their personal information. Further, the tech giant is also aiding such efforts to architect more tools to encompass privacy protection.
