Google recently announced that it will soon launch a new tool called Customer Match. This tool will allow advertisers to use email address in order to target users.
The announcement was posted on Google's Inside AdWords blog. Google ads and commerce senior vice president Sridhar Ramaswany posted, "Customer Match is a new product designed to help you reach your highest-value customers on Google Search, YouTube and Gmail - when it matters most. Customer Match allows you to upload a list of email addresses, which can be matched to signed-in users on Google in a secure and privacy-safe way."
According to The Verge, the new tool from Google will not allow advertising companies to create personalized ads targeting specific customers. Instead, Google will allow them to compile a list of general customer habits based on users Google search histories or YouTube viewing preference.
For example, Google will allow retailers to upload a user's email address into Customer Match in order for them to serve ads while watching YouTube, using Google Search or checking email through Gmail. The ad product will also allow companies to create a general user profile depending on customers' habit and interest.
Google will also launch another tool called Similar Audiences. This allow advertisers to target users who exhibit similar habit or browsing behavior to its existing customer base.
The same email based advertising method was adopted by social network giant Facebook in 2012. The tool was called Custom Audiences.
Google said that the new Customer Match and Similar Audiences tools will be rolled out to advertisers within the next couple of weeks.