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Google ‘Customer Match’ to let firms target ads using email addresses

  • Google will soon
    allow advertisers to target ads for people who have disclosed their email
    addresses,
    Gadgets360 reported.
  •  
  • The new Google ad
    targeting service will allow advertisements based on what users are viewing,

    • Google will soon
      allow advertisers to target ads for people who have disclosed their email
      addresses,
      Gadgets360 reported.
    •  
    • The new Google ad
      targeting service will allow advertisements based on what users are viewing,
      searching, and on any device, when using any form of Google service.
    •  
    • Dubbed Customer
      Match, the company is promoting the service as a tool to businesses to reach
      out to customers on Search, YouTube, and Gmail.
    •  
    • However, it only
      works if users are already signed into their Google account when they provide
      their email addresses to retailers or other companies that require users to
      enter that information.
    •  
    • The service will let
      companies upload a list of email addresses they have on record, which can be
      matched in a “secure and privacy-safe way” to signed-in users on
      Google. Using this, the firms can target users with campaigns and ads
      specifically designed to reach them.
    •  
    • Google, in a support
      document, said advertisers will provide it with anonymised or hashed email
      addresses. It adds that the list of email addresses that the companies upload
      “will only be used to match to Google IDs and for policy compliance. It
      won’t be shared with anyone and will be deleted 7 days after matching and the
      compliance check are complete.”
    •  
    • The company added that
      the new service won’t affect the user experience adversely, as users can
      control the ads they see, including Customer Match ads. Google said users can
      opt out of personalised ads or by muting or blocking ads from individual
      advertisers through Google Ads settings.
    •  
    • Image result for google
    •  
    • Companies using Customer
      Match can also generate ‘Similar Audiences’ to reach new customers on YouTube
      and Gmail, who may be interested in those products and services the companies
      have uploaded. Google gives an example of TrueView ads on YouTube through which
      businesses can target a user who travels and frequently checks for non-stop
      flights. Customer Match and Similar Audiences will start rolling out to
      advertisers over the next few weeks.
    •  
    • “Let’s say
      you’re a travel brand. You can now reach people who have joined your rewards
      program as they plan their next trip. For example, when these rewards members
      search for ‘non-stop flights to New York’ on
      Google.com, you can show relevant ads at the top of their search results on any
      device right when they’re looking to fly to New York. And when those members are
      watching their favourite videos on YouTube or catching up on Gmail, you can
      show ads that inspire them to plan their next trip,” explained Sridhar Ramaswamy,
      Senior Vice-President, Ads and Commerce in a blog post.
    •  
    • The move by Google is
      being seen as an attempt to maintain its advertising revenue as the mobile segment
      begins to eat into its web advertising. Mobile devices, with their limited
      visual real estate, have traditionally been difficult to tap for advertising
      purposes, and the company has been taking several steps to tap this market,
      including Buy Buttons.

     

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