Google unveiled new tools that could bring more transparency to its online advertising operations and showed off new data programs that work directly with brands through programs like loyalty rewards during its annual Marketing Live conference today.

Advertising executives and brand leaders said that the changes were all part of Google’s strategy to improve ad performance by bringing first-party data directly into the ad platform as marketers adjust to new online privacy realities.

“We’re adding more transparency,” said Jerry Dischler, Google’s VP and general manager of ads, ahead of the event, “and we’re adding more different types of advertising.”