Our Google Marketing Platform (GMP) Audience integration now forwards additional user identifiers to Google, improving audience matching across OTT and connected TV devices. This enhancement provides Google with richer user identity data beyond traditional mobile identifiers.
Highlights:
- Expanded identity coverage by including Roku, Amazon Fire TV, and Microsoft Advertising IDs in audience forwarding to GMP
- Continued support for existing identifiers including IDFA, Google Advertiser ID, and Partner ID
- Simplified audience activation with automatic forwarding of all available device identifiers to GMP