Modeled Value-Based Bidding, a Game-Changer in Activating First-Party Data

To navigate today's digital landscape, marketers must deliver tangible business results amidst heightened competition and an increasingly complex data privacy landscape. This requires a deep understanding of advertising data, the utilization of first-party data, optimized use of marketing platforms and identification of growth opportunities. And just as marketers are looking to understand how AI and machine learning fit into their digital advertising and data strategies, it’s no surprise that Google has innovated a game-changing solution that leverages machine learning to help optimize the already complicated consumer journey.

Modeled Value-Based Bidding (mVBB) enables precise audience targeting and media optimization through highly customized machine learning models. Relying primarily on advertisers’ first-party data, mVBB derives more value from traditional value-based bid strategies by drawing insights for bid optimizations in real time.