Google will match uploaded email addresses to signed-in Gmail users, and marketers can create ads and set bids catered to their audiences.
Marketing Land’s Ginny Marvin explains that the new feature puts Google on the same advertising field as Facebook and Twitter and affords marketers another way to reach their audiences:
The Customer Match offering also brings Google into line with those long available from both Facebook and Twitter with Custom Audiences and Tailored Audiences, respectively. Enabling CRM uploads and targeting has been incredibly successful for Facebook, and arguably for Twitter, as well. And advertisers have been pushing for Google to enter the fold. Google seems to have come to terms with the privacy considerations involved, perhaps as a result of watching Facebook ad revenue.
On Tuesday, Google also introduced Shopping Ads to YouTube advertisers.
Using Google merchant data, marketers can promote their products directly within YouTube videos. Viewers can click on an icon, view product ads and purchase with a few clicks.