Google is launching a suite of analytics tools designed to help companies like Macy’s better understand just who is seeing their ads. The tools can help gauge the effectiveness of ads by comparing and visualizing audiences, and can break them down by metrics like the time of day ads are viewed, devices used, and by an advertiser or brand’s identified audience segments.
The tech giant says the tools are designed to help businesses better understand and manage mountains of first-party data, and worked with partners like the retailer Macy’s and online forum operator VerticalScope to develop and test the new tools. The tool is for publishers and brands that have set up their own media networks.
“Macy's Media Network uses a data-driven approach to connect our shoppers with brands through a wide range of digital advertising services," Melanie Zimmermann, VP, media network, Macy’s, said in a statement. “Ad Manager's Audience Explorer tool helps us manage and scale our first party audiences to effectively plan and deliver targeted media for our advertising partners.”