Give Gmail address to a retailer? They’ll have an easier time showing you ads …

28 Sep 2015 | Author: | No comments yet »

Give Gmail address to a retailer? They’ll have an easier time showing you ads on Google.

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. Advertisers will be able to share their customers’ e-mail addresses with Google, which will match them with its user data, Google said in a statement Monday.For advertisers everywhere, this has been a long awaited feature that allows the uploading of audience lists, cross-referencing them and targeting audiences effectively. Someone who has signed up for, say, a frequent-flier program with a Gmail account, or has an email linked to a Google account, might get ads from the airline that show up just to that person and other existing customers. Today Google announced moves further into Facebook-style targeting territory, with a new product called Customer Match that will let advertisers upload lists of emails and match them to signed-in Google users on Gmail, Search and YouTube.

The airline could already buy ads that display alongside search results for “flights to new york.” But with the new program, it can focus attention on loyal customers, theoretically spending less money to have ads show up only to people who already have some relationship with the airline. The targeted ads work just as well on other Google properties, Sridhar Ramaswamy, Google’s senior vice president for ads and commerce, wrote online Sunday. “When those [frequent-flier] members are watching their favorite videos on YouTube or catching up on Gmail, you can show ads that inspire them to plan their next trip,” he said. Meanwhile, Facebook has announced a new service that itself is competitive with yet another platform: Twitter, and specifically in the area of nabbing more TV ad dollars. The line could be viewed as a jab at Facebook, which is second to Google in worldwide digital ad revenue but gaining fast as advertisers flock to its big set of data and 1 billion daily users. The social network will be working with Nielsen on a new metric and ad buying option to let advertisers more closely link their TV ad spend with Facebook video spend.

For example, a local Italian restaurant or an automaker could give Google lists of their customers, and when they search for pizza delivery or a new minivan, the businesses can make sure they put their own ads in front of known customers. 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. Facebook has had an email-matching tool for advertisers for a couple of years, but it shows ads in an environment that some advertisers argue isn’t as conducive to generating clicks.

Customer Match is essentially a stepped-up version of a service that Google already offers, which lets businesses to re-target Web surfers who had already visited their websites. 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. 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.

As part of the new effort, Google is also mining the data so that advertisers can target new customers who might have similar interests to existing customers. On top of this, Google will also be giving advertisers the ability to use that same data to find similar audiences — that is, signed-in users who may not be on your own lists but match profiles of those who are and are therefore more likely to be interested in your products. If you think all of this sounds familiar, it’s because it is: Facebook has been letting advertisers run similar styles of campaigns based around customer databases for years already. 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. “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”.

It can match phone numbers, and it lets businesses show ads to users whose email address they didn’t gather from individuals, but rather through some third party. Regulatory scrutiny seems to be one key reason highlighted by Digiday, which had reported that targeting plans were in the works before Google made the news official: the search giant has been happy to let others take the lead on this kind of ad tech first because then Google appears as the competitor when it enters the market. The new Google system can also generate “similar audiences,” or groups of people to advertise to who have characteristics matching people in a submitted list of email addresses. There could be other reasons, too: You could also argue that Google has been so successful with its core search products that the idea of adding new features may have been put on the backburner. 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.

Essentially, what this is is a new type of AdWords product focused specifically on targeting app users across different Google platforms such as Search, Google Play, YouTube, and the Google Display Network, which Google says covers some 2 million websites. 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. What’s less clear is if that intent then follows you to other platforms, or whether Google creates separate intent-based ads in, say, YouTube based on what you are watching.

If Google is wading deeper into Facebook’s territory with app install ads and email-based advertising databases, Facebook is also dipping its toes elsewhere, too. As with Nielsen’s early moves to work more closely with Twitter to measure and match up Twitter users with TV consumers, the idea here is to create a stronger link between the old platform and the new in order to encourage more advertising on the latter platform. Other new Facebook products today include brand awareness optimization bidding; polling services coming to mobile; and — in one more push to enhance and expand video inventory — adding videos to the carousel format Facebook introduced earlier this year.

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