The aim with Customer Match is to target people with ads based on what they are doing, where they are, and the device they are using.
Then, as you surf the web with your Google account cookie in hand, Google can fling the bike shop’s ads for gadgets, biking holiday vouchers, or (most likely) new bikes at you.
The anonymised details can also be used for rough audience profiling based on the purchasing or browsing habits of the associated Google profiles with the addresses – something Google is calling “Similar Audiences”. Advertisers will only target audiences that have shown themselves interested in their products, similar to what Facebook did in 2012 with their Similar Audiences product. The Google-owned Company is expected to release its new service with an updated version of it Music Key service plus.
“Whether it’s watching a product review or learning how to bake a soufflé, we look to video in countless moments throughout the day to help us get things done”, Google said when it announced TrueView for Shopping.
Google took Times Center Stage Monday afternoon to announce two new products: Universal App Campaigns and the long-rumored Customer Match targeting to kick off Advertising Week in New York City. While the announcement has been made, Shopping Ads will hit your screen by December. You can now reach people who have joined your rewards program as they plan their next trip. “With this type of ad, you’re now able to measure your ROI much better than you could on TV”, Jolly says.
“A lot of companies don’t keep on top of their email marketing lists but that could change with Customer Match”, Sybydlo said.
Universal App Campaigns, meanwhile, makes it possible to reach app users across Search, Google Play, YouTube, and the Google Display Network.
Shopping ads will work as part of the Google Merchant Feed, allowing retailers and marketers to create products ads to appear alongside select videos. At an advertising industry conference in New York this week, Google is expected to debut a system for businesses to direct ads specifically to consumers whose email addresses they already have on file.
For such people, there’s ad settings, opting out of targeted advertising, or opting out of receiving ads from a specific advertiser.