Google to announce ‘Customer Match’ which lets advertisers upload and target

Google will have another newcomer when it comes to ads, as the search engine giant will present two new kinds on Monday.

Google and Facebook have been in the frontier when it comes to ads.

Google Inc. uses terabytes of information to deliver targeted ads. The presentation will happen during the annual Advertising Week in New York. The search engine giant made an impressive development in searching ads right. And this time, Google will be introducing another breakthrough inspired by Facebook’s success in targeting the right audiences. Developers can now push apps within search, Google’s massive display ad network, Google Play and YouTube.

Customer Match is a tool that allows users to upload their list of emails that can then be matched to users who are signed in.

Earlier today, Facebook announced that it would work with Nielsen to develop and introduce a new metric that it calls the “total rating point” (TRP) to measure how Facebook video ads perform alongside corresponding TV ad campaigns.

Google’s Customer Match targeting option is similar to Facebook’s three-year-old Custom Audiences and Twitter’s two-year-old Tailored Audiences, but more pared down than the social networks’ versions. The goal is to boost the relevance of ads that show up alongside search results, and in Gmail and YouTube, according to Jerry Dischler, vice president of product management at Google.

And for this, it may have taken a leaf or two out of Facebook itself, as its new product Customer Match allows advertisers to upload the email addresses of their customers and see the signed in users on all the Google platforms such as Search, Gmail, YouTube, etc and target their ads to these specific audience who will be interested in those ads. The service seeks out customers who share similar interests with the customers that are already on the advertiser’s list.

Google is using Ad Week New York to promote two new advertising products Customer Match and Universal Apps, which it claims will help both large and small advertisers target consumers when they are most likely to engage with their messaging.

The second announcement is related to app installation ads, which are perhaps the most common ads on mobile.

“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 wonderful wherever they’re placed… we determine the highest-performing variations so only your best ads show”. Some of this is similar to the intent that Google is trying to capture with Customer Match: a search for adventure gaming apps will yield an ad for, say, an adverture game.