By Richard Lamb

Following in Facebook’s footsteps, Google has just announced ‘Customer Match’, a tool that allows marketers to upload a list of email addresses to use when targeting ads across Gmail, YouTube and paid search on Google.

While three years late in offering the concept that Facebook introduced with its Customer Audiences in 2012, the search giant’s new product represents the biggest shift yet towards an audience-centric approach.

The move follows Google’s launch of Remarketing Lists for Search Ads in 2013. This catered for media traditionally bought based on keyword intent. For search, in particular, there has always been a strong affinity Read full story ›

Source: The Drum