Google steps on Facebook’s tracks and announces that it is soon to introduce Customer Match, the advertising product feature for AdWords.
For advertisers everywhere, this has been a long awaited feature that allows the uploading of audience lists, cross-referencing them and targeting audiences effectively. Advertisers everywhere, rejoice! Now, you are able to both bid and create ads that are specifically tailored to the customer segment of your desire. It’s as easy as uploading emailing lists to AdWords. These are then cross-referenced with Google’s already existing Gmail customers, anonymized and over half of the work is done.
Quoted by Search Engine Land, George Michie, who is the Chief Marketing Scientists with Merkle RKG had already expressed excitement that what started in May as a rumor is now being applied, certainly allowing for more freedom:
“Browser behavioral targeting is a pretty crude tool – better than nothing, certainly – but pretty crude. Understanding which customers prefer to buy online or off, which physical location they prefer allows for a level of personalization we just haven’t had in the walled-garden of Google.”
Facebook has already been leading the market in this area. Now, Google allows advertisers to use Customer Match to achieve similar results. Of course, you were already witnessing ads on Google and its services. Now, they will be targeted specifically for you, according to the emailing lists that will be input in the AdWords feature.
The Customer Match feature will prompt targeted ads while you’re on the Google Search page, on YouTube, while scrolling through Gmail. However, Google announced that while introducing this feature is a great leap forward, the company holds privacy in high regards. As such, as the email lists from certain brands and advertisers are being cross-referenced with Google Gmail addresses database, all of these will go through hashing. As such, no personally identifiable information may be revealed.
By comparison, Facebook and Twitter include some personally identifiable information through their ad targeting tools – Custom Audiences and Tailored Audiences respectively. For advertisers, this is truly good news. However, for some people out there ad targeting might not seem as such a good reason to be jolly.
Don’t fret, Google has your back. While it is true that if you’re on a direct email listing of any brand you might see increasingly more coming from this specific advertisers, know that brands will not be allowed to upload or to purchase emailing lists from third parties.
And of course, there is also the opt-out button for all those times when too much advertising becomes too much to handle.
Photo Credits: TechCrunch