Google Naming Guidelines

All audiences that include either third-party data only or a combination of first-party and third-party data that are delivered to Google via audience injection applications (Google Ad Manager (DFP), Google Display & Video 360 - Advertiser (DBM), and Google Display & Video 360 - Partner (DBM) should follow the naming guidelines described in the this document. These guidelines also apply to look-alike models that run against a third-party data universe.

The goal of these guidelines is to enable the Google policy team to understand the audience name and the data that it includes. It is possible in certain situations that the standards may not fit exactly with your audiences. Even if you do not follow the suggested pattern precisely, you should adopt a naming scheme that meets this general goal.

Audiences that do not follow the naming standards may be rejected by Google. If an audience is rejected, you will not know until after the audience is delivered to Google because the rejection does not happen in the Oracle Data Cloud platform. The rejection process is manual occurs within Google's systems.

These guidelines do not apply to audiences that include only first-party data, including look-alike models that run against a customer's first-party data universe. Any audience that includes first-party data only can be named as you see fit.

The suggested Google audience naming structure includes several elements as shown in the following illustration:

Naming guidelines

Follow these guidelines for Google audience names

  • Use spaces instead of underscores.
  • Do not use camel case, for example ThisIsCamelCase.
  • Longer, more descriptive names are more likely to be approved.
  • Avoid abbreviations such as 52HevFoodBagCompME.
  • Do not include any Sensitive terms.

The following illustration shows an incorrect and a correct version of an audience name:

Sensitive terms

Do not use these terms in Google category names:

  • $ (dollar symbol)
  • Alcohol
  • Allergy
  • Cold
  • Ethnic
  • Flu
  • Hispanic
  • Income
  • Latino
  • Loan
  • Medication
  • Pain
  • Race
  • Relief
  • Religion
  • Religious
  • Sensitive
  • Test