Google launches Customer Match

Google has followed the lead of Facebook by allowing brands to match the data that they hold about their customers to the data that it holds about its users.

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Customer Match will allow brands to not only learn more about how their customers behave online, but to also identify new audience groups to which they can serve highly targeted ads.

We’ve looked at what you need to know over on our blog.

Video Transcript

Hello and welcome to Digital Minute. This week, we’ll be talking about Google’s new targeting service, Customer Match.

Google has recently decided to follow Facebooks lead and allow brands to use first party data to offer more targeted ads.

Customer Match allows advertisers to upload a list of customer email addresses, which Google then matches against the behaviour of logged in users on Google Search, Gmail and YouTube, to create highly targeted audiences based on those users’ activity.

This development will allow brands to increase their audience reach by matching their own data to that of Google. This allows brands to identify new target audiences based on the behaviour of their existing customers.

The move reinforces the importance of first party data and we’ve explored further into what potential this has for brands over on our blog.

While you’re there, you can also download our latest whitepaper ‘How to drive ROI from social advertising’ – which will highlight just what it takes to succeed with social advertising and content distribution.

Thanks for watching. I’m Paul Revely, and that was your Digital Minute.

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