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New features aim to unify advertising strategies and optimize campaigns across multiple screens and platforms.
Google announced plans to implement its “Gemini advantage” into the Google Marketing Platform (GMP). This initiative will leverage AI to improve advertisers’ abilities to plan, purchase and evaluate their campaigns. As stated in Google’s blog post, the integration of Gemini will allow advertisers to respond quicker to insights gained through their campaigns and transform them into “high-value outcomes.” Additionally, new features of Gemini will provide marketers with an improved understanding of the customer journey, provide a more consolidated experience across multiple touchpoints, and allow marketers to activate data in real-time.
This is part of Google’s larger goal of providing a more cohesive experience for video and digital planning as consumer behaviors increasingly occur across multiple screens and platforms. The NewFront provides a significant opportunity for brands, agencies and publishers to brainstorm how to innovate their approach to the changing CTV landscape. The message for marketers is clear – as the consumer journey becomes more disjointed, there is increased demand for systems that unify signals, automate decision-making, and enhance measurement across channels. Google indicates that Gemini acts as the intelligence layer unifying all elements found within GMP.
Although specific product functionality has not been shared, Google describes the “Gemini advantage” as a major transformation of its entire system into a more comprehensive platform. It explained that “every part of our ecosystem” utilizes the latest Gemini models and that brands will be able to demonstrate how an integrated, AI-based system enables brands to reach new markets through previously unutilized sources of revenue.
As the use of artificial intelligence continues to grow and become the default user interface for designing and optimizing campaigns, Google is also responding to concerns raised by advertisers regarding their level of control over tone, messaging and regulatory compliance. In order to deliver a solution to this challenge, Google is expanding beta access to all advertisers globally to “text guidelines” for both AI Max Search and Performance Max campaigns.
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