Negative audiences available for Facebook Ads and Google Ads destinations
You can now use Next-Best-Action Designer to exclude some customer audiences from being targeted on Facebook Ads and Google Ads destinations. For example, you can use the eligibilities defined in your next-best-action strategy to exclude customers who are ineligible for a particular action or whose propensity for that action is low. Paid Media Manager communicates these negative audiences to the destination platform to increase the efficiency of your targeting.
For more information, see Reducing wasted ad spend with negative audiences and next-best-action.
Offline conversions available for Facebook Ads and Google Ads destinations
To optimize the selection of ads and the bids for each individual during the acquisition process, you can now use Paid Media Manager to automatically synchronize conversion data with offline event sets in Google Ads or Facebook Ads. In this way, you can measure the impact of online ads on conversion outcomes, and optimize your acquisition efforts for their main goal, that is, the individual accepting the offer.
For more information, see Communicating conversions to destination platforms to optimize return on ad spend.
Respond to real-time individual engagement with real-time events
You can now define real-time events that correspond to real-time engagement opportunities on paid destinations. For example, you can configure a real-time event that triggers when an individual makes a large deposit into a savings account. The deposit is a signal for the bank that they may take the opportunity to discuss investment options with the individual. Paid Media Manager helps advertisers pursue this opportunity on paid channels by targeting the individual with relevant ads on Facebook Ads, Google Ads, and LinkedIn Ads destinations.
For more information, see Responding to real-time customer engagement with real-time event triggers.
Name and home address available for targeting individuals on Google Ads destinations
You can generate higher match rates and reach more individuals on Google Ads destinations by using additional personally identifiable information (PII) properties when targeting individuals. Home address and name properties are now available for use in targeting.
For more information, see Mapping individuals to paid destinations with CRM attributes.