Google Monopoly for the CMO
When asked what today's ruling against Google means for advertisers, here is what I say. (Without making a prediction about a breakup.)
Google & Regulation
Courts and regulators are rewriting digital advertising. The Google antitrust cases, cookies and Privacy Sandbox, FTC actions and privacy law, explained for the people who buy and sell media.
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Ad Rank
A value used to determine your ad position on the search results page, calculated using your bid amount, auction-time ad quality components, and the expected impact of extensions and other ad formats.
Broad Match Modifier (RIP)
A deprecated match type that allowed advertisers to specify that certain words must appear in any order for ads to show.
Discovery Campaigns
Google's former visual ad campaign type for YouTube, Gmail and Discover feeds. Google upgraded all Discovery campaigns to Demand Gen campaigns between late 2023 and March 2024.
FLEDGE (First Locally-Executed Decision over Groups Experiment)
Part of Google's Privacy Sandbox, a proposal for interest-based advertising that keeps user data local to the browser.
FLoC (Federated Learning of Cohorts)
Google's retired proposal for cookie-less targeting that would have grouped users with similar browsing behaviors into cohorts for ad targeting.
Local Service Ads
Google ad format for service businesses that displays Google-screened and verified professionals at the top of search results.
Match Types
Settings that control how closely a search query needs to match your keyword for your ad to enter the auction.
Maximize Conversion Value
An automated bidding strategy that sets bids to help get the most conversion value for your campaign within a specified budget.
Negative Keywords
Keywords that prevent your ad from being triggered by certain words or phrases.
Performance Max
Google's automated campaign type that uses machine learning to optimize performance across all Google Ads inventory from a single campaign.
PRAM (Partnership for Responsible Addressable Media)
An industry initiative bringing together advertisers, agencies, publishers, and ad tech companies to develop and implement new standards for digital advertising privacy and addressability.