Exploring Options for Utilizing Second-Party Audiences on Google Platforms
Hey, we're a European agency working with a client who has access to a consented second-party audience through an established DSA and partnership. This audience has been used for targeting on smaller DSPs before, but now we're considering leveraging Google platforms.
For Google Ads, Customer Match isn't suitable since it only supports first-party data. However, sharing audiences via a Manager Account (MCC) may be a feasible route to explore.
On the other hand, Google DV360 seems to offer more flexibility when it comes to using second-party audiences, according to initial documentation reviews. We haven't tried it yet, but it looks promising.
We're open to any suggestions or feedback on how best to proceed in bringing the second-party audience to Google Ads or DV360. Thanks!
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