Google has posted a new help document in the Google Ads help area named About commerce audience sharing through Google Ads. It explains that "Commerce audience sharing allows commerce partners, such as retailers or marketplaces, to share first-party data segments with their advertising partners, such as brands or sellers."
"This collaboration allows advertising partners to reach new consumers and helps to drive increased sales of their goods sold through their commerce partners platforms. Commerce partners have controls that enable the safe and secure sharing of their audiences. Any campaign utilizing a commerce partner's audience can only direct traffic back to the commerce partner's website," Google added.
Here are the listed benefits for commerce partners and advertising partners:
The value for commerce partners: "Securely share your first-party data segments with advertising partners to improve campaign performance, drive traffic to your website, and build meaningful relationships with your most trusted partners."
The value for advertising partners: "Access valuable first-party data segments from your commerce partners to improve campaign performance and drive sales of your products. Combine shared audiences with your own first-party data segments to reach your target audience across all supported commerce media campaign types."
This should be used when commerce partners want to share audiences with campaigns they run on behalf of their advertising partners. Commerce partners want to share audiences with advertising partners who are running in a self-service capacity.
For more details, check out this new help document over here.
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