What is Customer Match?

Customer Match is an important audience function within Google’s marketing ecosystem that allows advertisers and agencies to use 1st party data from both online and offline sources to reach and re-engage with customers. These customer lists can be uploaded to platforms such as Google Ads and Display & Video 360 (DV360) and activated across Search, Shopping, Gmail, YouTube and Display. With the Customer Match function, advertisers and agencies can then target ads to engaged customers and other customers like them.

What’s new?

As of February 2020, Google has extended Customer Match across all of Display & Video 360. Previously, Customer Match was available across all buy types, Search, Shopping, Gmail, YouTube and Display in Google Ads, but limited to YouTube only in DV360. Now, DV360 users can activate this powerful 1st party data as a central component of their advanced programmatic campaigns.

Why is it important?

Customer Match is an incredibly useful advertising tool for many business goals, from increasing brand awareness to driving conversions. Using 1st party data from both online and offline sources forms an important part of a holistic marketing and communications strategy for businesses at all levels and is used heavily in the targeting-mix of paid social platforms in particular. By opening this function up to DV360, advertisers and agencies have the opportunity to replicate these targeting strategies in their centralised display and video media buying platform and can drive enhanced campaign performance.

Actions to take.

If you are an existing DV360 user you can navigate to Customer Match by taking these simple steps:

Advertiser > Audiences > New Audience > Customer Match

At this stage not all DV360 partners are fully opted-in to Customer Match so please reach out to your DQ&A team if you have any questions.

If your business, either advertiser or agency, is new to DV360 or the Google Marketing Platform please get in touch with Incubeta today to talk about how we can work together to enhance your digital marketing performance.