Sharing first-party segments with other products

Only available in Google Ad Manager 360

Audience Solutions is a Google Ad Manager 360 feature which might not be enabled for your network.

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 360, 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

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)

Only available in Google Ad Manager 360.

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 360 Publisher A Ad Manager

Yes (#1)

Only available in Google Ad Manager 360.

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

Yes (#1)

Only available in Google Ad Manager 360.

Publisher A Google Analytics 360 Publisher A Ad Manager

Yes (#1)

Help article

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