Technoglitch
Core Member
Google is in talks to allow advertisers to target ads in search results at their existing customers, according to people familiar with the matter. Google has suggested that advertisers hand over customer information such as email addresses, which Google would then use to target the ads, the people said.
The move would follow a similar advertising service launched in 2012 by Facebook called “custom audiences,” which is helping the social network chip away at Google’s lead in digital advertising. Facebook reported ad revenue grew 65% to $11.5 billion in 2014 while Google’s advertising revenue grew 17% to $59.1 billion.
Here’s an example of how Google’s ads would work, according to the people familiar with the matter: An office-supply retailer would give Google the email addresses of recent printer purchasers. The retailer could then bid to show ads when those people search for printer ink on google.com. The retailer could also tailor its Google ads based on other information it knows about the customer, including age, gender or prior purchases.
It isn’t clear how Google might match email addresses on its end, but one of the people familiar with the matter said it could use Gmail addresses. Many users of Google services including Gmail, YouTube and Google Maps also provide secondary email addresses to the company.
Google May Offer New Way to Target Ads - WSJ
The move would follow a similar advertising service launched in 2012 by Facebook called “custom audiences,” which is helping the social network chip away at Google’s lead in digital advertising. Facebook reported ad revenue grew 65% to $11.5 billion in 2014 while Google’s advertising revenue grew 17% to $59.1 billion.
Here’s an example of how Google’s ads would work, according to the people familiar with the matter: An office-supply retailer would give Google the email addresses of recent printer purchasers. The retailer could then bid to show ads when those people search for printer ink on google.com. The retailer could also tailor its Google ads based on other information it knows about the customer, including age, gender or prior purchases.
It isn’t clear how Google might match email addresses on its end, but one of the people familiar with the matter said it could use Gmail addresses. Many users of Google services including Gmail, YouTube and Google Maps also provide secondary email addresses to the company.
Google May Offer New Way to Target Ads - WSJ
