About Commerce media Audience groups

Commerce media (also known as “Retail media”) allows retailers to share valuable first-party audience data with brands who have Associate manager accounts. Retailers can form Audience groups using their audience data and share it with brands participating in the retail campaigns for a fee. Brand accounts can use this data to reach their target consumers and improve campaign performance.

Learn more About Commerce media Audience fees.

 

On this page

• Benefits
• How it works

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Benefits

The Commerce media audience sharing feature benefits retailers and brands:

• Retailers can charge fees for sharing selective first-party data with brands in a controlled environment.
• Brands can use this reliable audience data for targeting consumers.

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How it works

Retailers will need to:

• Upload their audience data to their Google Ads Manager Account (MCC).
• Link the Google MCC account with their Search Ads 360 sub-manager account.
• Form Audience groups to share with brands who have Associate manager accounts.

How to create Audience groups (retailers only)

1. Sign in to your Search Ads 360 account.
2. On the page menu, click Commerce media.
3. Click the Audience groups tab.
4. Click the blue plus button .
5. In the “New associate manager audience group” slide panel, enter a name for the audience group you are creating in the “Audience group name” card.
6. Click the “Add audiences to this group” field in the “Audiences” card. Search or browse through the options and check the boxes beside the results to add the lists to your audience groups.
   • Retailers also have the option to create a new list.
7. Click Create group.

How to edit Audience groups (retailers only)

1. Sign in to your Search Ads 360 account.
2. On the page menu, click Commerce media.
3. Click the Audience groups tab.
4. Click on the settings icon beside the audience group’s name that you want to edit.
5. In the “Edit associate manager audience group” slide panel, search or browse through the options by clicking on the “Add audiences to this group” field and check the boxes beside the results to add more lists to your audience groups. Click the remove icon beside the audience lists you want to remove.
6. Click Save.

How to share Audience groups when creating an Associate manager account (retailers only)

Retailers can share access to audience groups while creating an Associate manager account:

1. On the “Create an associate manager account” page, follow the creation flow and add relevant details.
2. On the “Service type” card, select “Self service”.
   • Note: The “Managed service” option doesn’t allow for audience sharing as by default all audiences will be available to managed Associate Managers.
3. On the “Audience access” card, check the boxes beside the audience groups you want to share with the new Associate manager account.
4. (Optional) Enter the email address of the Associate manager account user to invite them.
5. Click Create account.

How to edit Audience groups shared with an Associate manager account (retailers only)

1. Sign in to your Search Ads 360 account.
2. On the page menu, click Settings.
3. Click Sub-account settings.
4. Scroll sideways to find the “Associate manager audience access” column.
5. Click on the pencil icon beside the audience groups to edit access to your audience groups.
6. On the “Audience access for ‘Brand account’” slider panel, search and add more audience groups or deselect the ones you want to remove access for.
7. Click Save.