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Adding Panorama ID to Google ESP (Encrypted Signals from Publishers)

What is Google ESP?

Google ESP (Encrypted Signals from Publishers) enables publishers to share universal identifiers with supply-side and buy-side platforms of their choice via Google Ad Manager. These identifiers can be used by these platforms for advertising purposes, such as attribution, frequency capping and audience targeting. 

Panorama ID is a supported Google ESP partner

Publishers using Google ESP can easily add the Panorama ID (Lotame’s individual-based, universal identifier) to be shared with their supply-side and buy-side platforms. Sharing the Panorama ID will instantly increase the value of the publisher’s inventory, by enabling advertisers to run better-targeted campaigns across the open web (eg support attribution, audience targeting, and frequency capping in a cookieless environment). 

How do I add Panorama ID to my ad requests using Google ESP?

Adding the Panorama ID through Google ESP requires two simple steps:

    Note - if you have not signed up for Google ESP yet, then you must complete these steps listed here

  1. Enable Panorama ID via your Google Ad Manager platform account

    1. Log into your Google Ad Manager account and navigate to 'Admin' -> 'Global settings' and scroll down to the 'Encrypted Signals' section.

    2. Enable 'Lotame Panorama ID' 

  2. Push the Panorama ID into your Google Ad Manager requests. There are two options for this step:

    1. If you already have Lotame’s Lightning Tag or Sync.JS implemented across your inventory, simply reach out to your Lotame account rep, requesting that they enable the Google ESP feature for your client account

    2. Alternatively, Google can deploy and retrieve the Panorama ID directly. Once you add the Lotame Panorama ID (step 1), you just need to turn on the toggle that has Google deploy the signal directly.

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Google Documentation - https://support.google.com/admanager/answer/10488752

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