Google’s Customer Match announcement earlier this week is welcome news to advertisers who have run successful first-party digital advertising campaigns with other media partners such as Facebook, Twitter, and the DSPs. Google’s new product will enable advertisers to target their first-party data in search, You Tube, and Gmail. Advertisers upload their email files into the AdWords interface, and then Google matches it to their log-in data. From there, ads show to matched individuals.
Google has enabled first-party targeting with RLSA for some time but never before allowed it for search, which they said was due to privacy concerns. Continue reading