Customer Match allows advertisers to now create and target a custom user audience simply by uploading a list of email addresses.
Google’s SVP for commerce and ads, Sridhar Ramaswamy, has explained in press releases that the two new products they acquired aim to better improve their ad revenue. The retailer can then upload that address to Google to identify her when she’s using Google search or YouTube, and to target search or video ads to her for similar or complementary products.
The Customer Match feature will prompt targeted ads while you’re on the Google Search page, on YouTube, while scrolling through Gmail. Similarly, it may only be now that advertisers are showing so much interest in targeting and ad tech in general that Google has felt the push to roll out similar products itself. Targeted ad campaigns uploaded are aimed at a specific audience. It enables advertizers to essentially follow customers wherever they go and fire ads at them.
EMarketer predicts that mobile app install ad spending will grow to US$3 billion by the end of this year.
Google is declaring the new capacity amid Advertising week in New York city on Monday evening. But promptly you’ll likely look at more ads from corporations that already matter your business, and just not only when you’re you’re looking on Google.
The push from the wider market, and competition from Facebook, it could be argued, may also be behind the new Android app promotion tools that Google is also unveiling.
Now we have a more complete picture in the form of Universal App Campaigns. “We’ve automated campaign set-up by pulling in your app images, videos, and app description directly from your Google Play store listing to generate ad formats that look unbelievable wherever they’re placed”. And importantly, Universal App Campaigns tap into intent-rich searches like “adventure games” and “puzzle games” that are happening throughout the day on Google Search and Google Play so your app can be seen when people are looking to download something new. And Google’s in a good position here: Google owns four of the 12 sites that have more mobile app traffic than browser traffic in the United States, according to Morgan Stanley Research. Google announced this feature in its Inbox by Gmail Google+ post. Advertising accounts for most of the revenue at both technology giants.
The company is announcing the new capability during Advertising Week in New York City on Monday afternoon.