Harmelin Digital Reviewer: Katy Reedman
Google is planning to release Customer Match, a new product that will allow search advertisers to set bids & create ads tailored to customer audience segments built with 1st party data.
What this means for marketers: If this product is released, Harmelin will be able to take advantage of this cutting-edge search feature. We will be able to further merge clients’ business objectives into Harmelin’s advertising efforts by uploading their email databases into future paid search, YouTube and Gmail campaigns. Utilizing this type of 1st party data could be incredibly beneficial for campaigns with certain objectives because having the ability to set bids and create ad copy based on advertiser data on their customers can be more powerful than doing so based on site visitor behavior.