‘Google Customer Match shows supremacy of first-party data’ – ‘Econsultancy’ Blog
Patricio Robles says, “As rumored earlier this year, Google has announced Customer Match, a new ad targeting product that gives AdWords advertisers the ability to target their customers through Google Search, YouTube, and Gmail.
Similar to Facebook Custom Audiences, Customer Match allows advertisers to upload a list of customer email addresses, which Google then matches against the logged in users on these properties for the purpose of delivering highly-targeted ads.
For example, a company with a customer loyalty program can create and target Google ads specifically for members of the program. Or a company could create targeted ads for customers it has identified as being at risk of churning.
Taking another page from Facebook’s playbook, Google is also giving advertisers the ability to target ads to audiences similar to their own“.
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