Google has improved the Customer Match tool feature in Display & Video 360 (DV360) to now allow for advertisers to upload the following:
- Contact Info
- Mobile Device ID lists
- User ID lists
These new segments of information can also be made available as an audience list for Display, Gmail and TrueView.
To date, the Customer Match tool in DV360 has only enabled advertisers to upload customer e-mail addresses as an audience list for TrueView ads.
To achieve your objectives at the Advertiser level, click Customer Match in the New Audience section on the All Audiences tab, and then fill out the required parts and insert the data into the audience list.
Please note that contact info (which includes e-mail data and mobile device IDs in an audience list) list, can be used in TrueView ads as well as in DV360 and Gmail inventory. For now, the use of user IDs is only available for TrueView ads.
To achieve your objectives at the Advertiser level, click Customer Match in the New Audience section on the All Audiences tab, and then fill out the required parts and insert the data into the audience list.
How to for upload data files and target your Customer Match Audiences:
Step 1 – Upload Customer Match Lists:
The file you wish to upload must be in CSV format and written with English characters. The user data in the CSV file needs to include at least 1,000 users.
The content and details of the data you will upload should be as follows:
- E-mail address matching: Use “E-mail” as the column header name in your data file.
- Phone matching: Use “Phone” as the column header name in your data file.
- Mailing address matching: For mail address matching, your data file must contain these 4 column headers: “First Name,” “Last Name,” “Country,” and “Zip.” If any of the required column header names are missing, your upload will likely result in an error.
- Combined e-mail address, mailing address, and phone matching: Your file must contain these 6 column headers: “E-mail,” “Phone,” “First Name,” “Last Name,” “Country,” and “Zip.” If you have multiple e-mail addresses, mailing addresses, or phone numbers for a single customer, your file may include various parameters such as “E-mail,” “Zip,” or “Phone” columns.
- Mobile Device ID matching: Use “Mobile Device ID” as the only column header in your data file.
- User ID matching: Use “User ID” as the only column header in your data file.
Step 2 – Target Customer Match Lists:
Of your existing or new Line Item, select Audience List from the Add Targeting options.
After selecting the 1st Party option in the tab that opens, find, and choose your Customer Match audience list that you created.
Now Save the Line Item. Once you have saved the Line Item, you will have finished the operation and are now ready to target.
Important Information:
* Customer Match lets you serve ads based on data about your customers that you share with Google. With Customer Match targeting, you can also reach new users by targeting similar audiences to your most valuable customers.
** Customer Match is not an available feature for all advertisers. The advertiser must comply with Google’s 3rd party data access criteria for this feature. To proceed, you must meet the requirements of the whitelisting process.
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