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For several years now, the protection of personal data in the digital world has become a major issue. As the relevant authorities take new measures to ensure maximum security for internet users, the giants of the online advertising industry are being forced to adapt. For them, the challenge now is to offer targeting solutions that are as effective as ever, while ensuring that everyone’s privacy is respected. In recent days, Google has announced the future arrival of its new Customer Match feature, which should ultimately enable advertisers to overcome certain current issues.
This is likely to be Google’s next major advertising update. Currently being tested in beta, the Customer Match feature improves advertisers’ remarketing capabilities by using first-party data such as email addresses, names, home addresses and telephone numbers.
Thanks to this new feature, advertisers will soon be able to automatically populate their audience lists, saving time and increasing efficiency. Customer Match is a modern evolution of the traditional method, which involved importing first-party data into Google Ads using a CSV file.
Designed to address current challenges in personal data protection, Customer Match is also designed to adapt to new advertising practices. According to Google, this tool is fully compatible with campaigns using smart bidding and optimised targeting. These will therefore automatically include first-party data lists to improve campaign performance.
Although it is possible to disable this option for these automated campaigns, Google assures that the first-party data collected will not interfere with their proper functioning. “Even if your Customer Match lists are not relevant to all your campaigns, Smart Bidding and Optimised Targeting will automatically identify which lists are useful to your campaign’s performance and continuously optimise the application of lists in real time,“ according to the help centre. Therefore, whether this feature is enabled or not, Google ensures that ads will continue to be shown to users who are most likely to convert.
In an environment increasingly disrupted by new data protection standards, Customer Match provides an innovative solution for advertisers. Through this new feature that Google plans to introduce on GA4, advertisers will be able to effectively leverage first-party data while respecting everyone’s privacy.
While this new tool looks promising and particularly well suited to the current context, advertisers will still have to wait a while before they can take full advantage of it. For now, Customer Match is only available in beta for YouTube and YouTube Video Action campaigns. Without giving a specific deadline, Google has nevertheless assured that this new feature is also planned for In-Feed and Search ads.
If you would like to take advantage of Google’s latest advertising features, please feel free to contact our Google Ads agency.
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Pierre Blarre