Google to Put Out New Publisher Tools Following ID Shake-Up

This will support the online advertising giant's latest Privacy Sandbox initiative


A week after Google took a bat to email-based identifiers, the company announced it would rollout new tools to help data-rich publishers earn more from programmatic ads.

Google announced it has begun expanding the use of publisher-provided identifiers (PPIDs), previously reserved for traditional and automated direct deals, for programmatic campaigns. In a nod to the fact PPIDs favor larger publishers with a wealth of first-party data, Google promised a follow-up announcement on tools for smaller publishers “later this year.”

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