anager now allows you to use GA4 audiences with third-party segments.

Google Analytics 4 audiences are now available in Ad Manager for use with third-party segmentation.

Marketers can use a segment of third parties (cookies that match the demographics and interests of your site visitors purchased from a third party data provider) to target specific line items, run reports and forecasts.

Marketers can use audiences as is for targeting, or combine them with other audiences in order to perform analyses.

Why do we care. These additional data provide marketers with valuable insights about their customers and the effectiveness of their campaigns in reaching them.

Advertisers must understand their audience to the fullest extent possible so they can make informed decisions. This will allow them to target the right people and create content that engages the customer, which in turn leads to higher conversions.

How works . Follow these simple steps to access GA4 audiences within Ad Manager:

• Google Ad Manager can be used to link your Analytics property.
• Google Signals Activated
• Link settings: Enable personalization of ads.
• The GA4 audience will then be automatically exported to Ad Manager.

Deep dive. For more information, read Google’s guide’Shared Audiences in Google Analytics ‘.

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