Google (finally) Launches Retargeting on Multiple Devices

Google (finally) Launches Retargeting on Multiple Devices pixelwork

Google (finally) Launches Retargeting on Multiple Devices


In a big change, Google allows cross-device remarketing for logged-in users.

Soon advertisers will be able to reach users across devices with Google remarketing campaigns.

This is a significant development, as Google has not previously supported cross-device retargeting. For example, currently, if a user arrives at an advertiser's site on a mobile phone, the advertiser is not able to retarget this user later on a desktop computer, unless they also visit the site on the user's computer. desk. If that happens, the user appears twice, and the rate limiting and negative exclusion list are set in the browser or a different ID is put on each device.

That's been true even for users in one Google account on multiple devices, as Google has relied on cookies and mobile identifiers to identify users for its remarketing lists.

Brad Bender vice president of Display and Video Advertising at Google, announced the change in a blog post and is expected to talk about it during “Ad Week” in New York City.

“We are introducing cross-device remarketing to Google Display Network and DoubleClick Bid Manager to help reach the same user across devices, apps and sites. Now you can tell a single story to your audience and decide how often they see your ad across devices,” Bender wrote.

The same as Facebook, Google is taking a deterministic approach, and cross-device remarketing will be limited to users signed in to your account. (Gmail alone has 1 billion monthly users.)

So far, Google's approach on cross-device has been to try to solve the attribution problem for conversion tracking activity that has hit cross-devices with metrics (based on a sample of logged-in users) and reporting. .

However, the majority of online conversions continue to involve more than one device in most sectors – a Google/Ipsos study found that 60 percent of online conversions in the US start on one device and end on another – the lack of cross-device retargeting has left large gaps in sellers' ability to reconnect with old visitors.

It has also meant that sellers have had less control over frequency capping. With this change, instead of managing ad frequency at the platform level, marketers can tune into the user and think and act more strategically about message delivery and sequencing.

Until relatively recently, Google was known for being restrictive (relatively speaking) with the ways in which marketers could leverage their account user data for anything other than measurement data. That has changed in the last year as the company has followed Facebook's lead in leveraging user data for ad targeting.

A year ago, during Advertising Week, Google announced the launch of Customer Match, allowing merchants to target customers in search, Gmail, and YouTube based on email addresses.

More recently, Google has been testing demographic targeting in search, something that has long been on advertisers' wish lists. (The company has offered publisher demographics and engagement data and third-party contributor data in display targeting for years.)

The introduction of cross-device remarketing comes three years after Google first debuted its cross-device targeting conversion. Bender says this will be available by