Google is now making its move to bring back the first-party data to search results like Gmail and YouTube. A new product known as customer match allows users to upload their promotional email address and customer ID lists into the AdWords.
This launch was rumored by the Wall Street Journal but the capability of targeting extends beyond its searches like Trueview and YouTube. A newly launched native ads in Gmail.
What is Customer Match?
- As first time Google has announced its advertisers to target ads in AdWords, Google matches its email addresses with those of the signed-users.
- Individual addresses and unsigned addresses are anonymized and hashed.
- Advertisers will be able to create ads and set bids for them specifically that they have geared to built them from their email lists.
- Another product named Retargeting Lists for Search Ads (RLSA), also allows users to serve ads and bid ads to an audience which they search on RLSA are built using cookies.
- Users can block and delete these cookies which are not suited for their mobile. User sign-ins and email addresses are more stable devices.
- Customer match also offers Google line into the long available from Twitter and Facebook with Tailored audiences and Custom audiences.
- Google have come to terms with the privacy considerations involved with them thus making a result of Facebook ad revenues continue to grow.
- Developers can now upload their own list of IDs for users with the new Advertising ID upload capability.
- Google’s Advertising ID and Apple’s Identifier For Advertising allows tracking apps and target ad without relying on an identifier that is tied to a specific device.
- With the new capability, app marketers are able to export segments of app user IDs and upload them to AdWords.