Sharing first-party segments with other products

This article is specific to Audience Solutions.
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First-party audience segments are built off of data you collect from your own apps, websites, and games. While the data is yours, Google only supports certain use cases for moving segments between our products. In addition, certain Google products include proprietary Google data; in such cases, moving a segment from one product to another might not be supported. For example, Google Ads remarketing lists can’t be shared with an Ad Manager network.

Note: Although policy allows the sharing of segments between a variety of different products, technical limitations or product limitations prevent actual sharing between certain products at this time. For details, see the section on how segments can be shared.

The following are the general rules and guidelines for sharing first-party audience segments:

  1. If the SAME COMPANY uses any two Google products, they are able to share their first-party segments between these products whenever technically possible. (An example of a technical limitation might be the inability to share a given identifier across products.) This includes sharing between Ad Manager, Google Display Network (GDN), Display & Video 360, Campaign Manager, Google Marketing Platform, Ad Exchange, and other products.
  2. A CLIENT can share first-party lists with an AGENT provided both companies are operating on the SAME side (the two sides being BUYER and SELLER) of the media transaction. An agency acting on behalf of an advertiser is the approved use case.
  3. If a BUYER and SELLER want to share first-party segments via a Google platform, they would need to do so via express consent in the UI.
  4. Companies not acting as the BUYER or SELLER can license audience data via designated platforms.

How segments can be shared

You can offer your segments to buyers as a part of an Ad Exchange Preferred Deal. Contact your technical account manager or a data management platform for other solutions.

Some examples can further clarify sharing rules:

From To  
Company 1 Product 1 Company 2 Product 2 Can segment be shared?
Publisher A Ad Manager Publisher A (buyer) Display & Video 360

Yes (#1, #4)

Help article

Publisher A Ad Manager Publisher A (buyer) Google Ads

Yes (#1)

Permitted but not implemented

Website A (child site of Publisher A) Ad Manager Website B (child site of Publisher A) Display & Video 360

Yes (#1)

Help article

Publisher A Ad Manager Publisher A Ad Exchange Seller

Yes (#1)

Help article

Publisher A Ad Manager Publisher A (buyer) Ad Exchange Buyer

Yes (#1)

Help article

Publisher A (buyer) Campaign Manager Publisher A Ad Manager

Yes (#1)

Permitted but not implemented

Publisher A (buyer) Campaign Manager Publisher B Ad Manager No (#3)
Publisher A (buyer) Display & Video 360 Publisher A Ad Manager

Yes (#1)

Permitted but not implemented

Publisher A GAP Publisher A Ad Manager

Yes (#1)

Help article

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