The “Google Ads Data Manager” is a newly announced tool by Google. Its purpose is to simplify the management of cross-channel first-party user data for use in digital marketing campaigns.

What relevance does the tool have?
User data collected directly by businesses is often more valuable than third-party data from external sources (such as browser cookies) and could be crucial for effective and profitable performance marketing in the future. So far, a large portion of online advertisers has relied on third-party tracking, which has become increasingly challenging due to stricter data protection and privacy regulations. According to Google, only one-third of advertisers on Google Ads currently utilize cross-channel first-party data. Reasons for this may include complex tracking setups, integration or API issues, and a lack of expertise.