Google plays catch up


Google has beefed up their data targeting from what is already a very solid base, announcing they will soon be able to ingest and target users from their Gmail email address adding to their, already robust, targeting capabilities. Once the audiences are uploaded, advertisers will be able to reach their audience in Gmail, YouTube and Search.

Our take

Despite Google playing catch up with this product offering, which already exists in Facebook & Twitter, the potential with Google could be even greater. Google already announced their response to cross device measurement earlier this year to combat Facebook’s people measurement. This will further fuel marketers want for personalised content at scale and make a robust CRM database even more powerful. This enhancement in Google’s data play will only turbocharge their CRM offering and hold even higher importance in the accuracy of owned data.
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The Wrap is a fortnightly review of the latest trends and technologies from around the globe.

In a constantly evolving marketplace, we identify the best new technologies, campaigns and consumer behaviours and cast The Media Store lens over their practical application and efficacy, to ensure we and our clients remain at the forefront of the news.