Google Customer Match Enables Advertisers to Target Known Users Using First-Party Data
· 1h ago · Originally reported by PPC Land
Google's Customer Match allows advertisers to upload hashed customer lists, like emails or phone numbers, to target or exclude specific users in their ad campaigns. This feature leverages first-party data to improve audience targeting across Google's platforms.
Why it matters
Customer Match is important because it helps advertisers use their own customer data to reach relevant audiences, especially as privacy regulations and browser changes limit third-party tracking.
Explain it like I’m new here
It's like a store owner sending special flyers only to people who have shopped there before, using their contact info.
Terms in this story
Advertiser
An advertiser is the company, organisation or person that pays to place ads in order to sell products, build a brand, recruit, or spread a message.
First-party data
First-party data is information a company collects directly from its own customers or audience, such as purchases, sign-ups, app use and site behaviour, through its own channels.
Campaign
A campaign is an organised set of ads with a shared goal, budget, audience and time period, run across one or more channels and measured against defined KPIs.
Audience segment
An audience segment is a group of people or devices defined by shared characteristics, such as demographics, interests, purchase behaviour or intent, used to target or measure advertising.
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