We learned that interest-based audience solutions with privacy-preserving signals showed promise compared to third party cookies. The experiment showed that when using interest-based audience (IBA) solutions with privacy-preserving signals on the display network, Google Display Ads advertiser spending on IBA — as a proxy for scale reached — decreased by 2-7% compared to third-party-cookie-based results. For conversions per dollar, as a proxy for return on investment, the decrease was 1-3%.
Finally, we also observed that click-through rates remained within 90% of the status quo.
And we observed similar performance for Display & Video 360.
The experiment also suggests that AI-powered optimization solutions can positively impact campaign performance.
