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.
Customer Match is a new product that lets advertisers reach people already participating in their loyalty programmes by uploading their email databases to Google’s AdWords systems, which can then be used to targeting them across a host of the web properties.
Google’s Customer Match also offers advertisers additional ‘lookalike modelling’ services – or Similar Audiences as Google calls it – by matching brands’ existing customer databases with audiences that are likely to display similar behaviours.
The announcement of the new products was made in a blog post attributed to Sridhar Ramaswamy, Google SVP, ads and commerce, it reads: “Let's say you’re a travel brand. You can now reach people who have joined your rewards programme as they plan their next trip.
“For example, when these rewards members search for ‘non-stop flights to new york’ on Google.com, you can show relevant ads at the top of their search results on any device right when they’re looking to fly to New York.
“And when those members are watching their favourite videos on YouTube or catching up on Gmail, you can show ads that inspire them to plan their next trip.”
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