Google plan boosts realtime ads

Google is ramping up its advertising services by allowing brands to match their customer data to people logged into its services – such as YouTube, Gmail and even search – and then target them with ads in realtime.
Just last week, Google was accused of charging marketers for ads that no human has actually seen, but these two schemes – one for email and one mobile apps – would appear to combat that issue.
The email scheme, named “Customer Match”, keeps the email data anonymised, meaning only Google retains the specific details of customers.
The anonymised details can also be used for audience profiling based purchasing and browsing behaviour of the matching Google profiles – something Google is calling “Similar Audiences”.
“With Customer Match, your brand is right there, with the right message, at the moment your customer is most receptive. Only Google can help you do this to delight your most loyal customers in the moments that truly matter,” said Sridhar Ramaswamy, senior vice president of ads and commerce at Google, writing on the company’s blog.
In the same blog, Ramaswamy also unveiled the app scheme, “Universal App Campaigns”, a similar plan that allows advertisers to reach their app users across Google Search, Google Play, YouTube and the Google Display Network.
“Universal App Campaigns are the one-stop-shop campaign type that scales your reach and maximises Android app installs across Google’s entire suite of ad platforms,” Ramaswamy explained. “All you need to do is give us your desired cost-per-install and we do the rest.”
“We’ve automated campaign set-up by pulling in your app images, videos, and app description directly from your Google Play store listing to generate ad formats that look amazing wherever they’re placed.”