Sridhar Ramaswamy, Google’s senior vice president for ads and commerce:
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. From there, you can build
campaigns and ads specifically designed to reach your audience.
Users can control the ads they see, including Customer Match ads,
by opting out of personalized ads or by muting or blocking ads
from individual advertisers through Google Ads Settings.
Here’s Peter Gothard’s take on what this means, writing for Computing:
Google is close to rolling out a tool named “Customer Match”
which, it appears, will combine a logged-in Google account with
any email address handed by a customer to a retailer to create
lists of addresses to target specific users with marketing
The search giant can sit comfortably with this arrangement, as the
lists of emails are anonymised through the service, meaning Google
keeps hold of the specific details and the retailer doesn’t get
them, but can use them to blind dump advertising into Google-based
sessions in services such as YouTube, Gmail or basic search
functions on the Google homepage.
The bottom line: ever-more-personally-targeted ads, and a growing divide between Google’s and Apple’s approach to privacy.
★ Wednesday, 30 September 2015