Data
Google Allows Targeted Ads Based On First-Party Data (AdExchanger)
Story Highlights
Google said Monday it will let marketers use their first-party CRM data to target specific users based on hashed email addresses. The product is called Customer Match. While Facebook and Twitter both enable CRM matching, that Google now allows it constitutes “a seminal shift for first-party, addressable targeting,” said Merkle’s EVP of digital strategy, Matt Naeger. Merkle has been pilot testing Customer Match…
