Ginny Marvin says, “There may finally be an answer to the question of whether Google will ever loosen the reigns on ad targeting and allow marketers to use their first-party data to reach existing customers.

Citing anonymous sources, The Wall Street Journal reported Tuesday, that Google has been talking with several advertisers about using data sources such as customer email lists to target ads in the search results. Marketers have grown accustomed to this type of targeting with Facebook’s Custom Audiences as well as Twitter’s Tailored Audiences which enable advertisers to upload customer data that can be used for segmentation and ad targeting on those platforms.

Google has sat on the sidelines as the rest of the industry has moved in the direction of giving advertisers tools to incorporate first-party data in ad targeting. The closest Google has come to this level of targeting in search is with Retargeting List For Search Ads (RLSA) which allows advertisers to target past site visitors, as opposed to known customers”.

Report: Google May Allow First-Party Data Targeting In Search Within The Year

Marketing Land

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