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Remarketing cross device is something that advertisers have waited for for quiet a while. In a very significant product update yesterday Google announced that advertisers will soon be able to reach users across devices with Google remarketing campaigns as Google stops relying on cookies and mobile IDs to identify users for remarketing lists. Instead it relies on deterministic data about Google users that are signed in to Google services and opted in to Google’s ad policies. This means that advertisers can use Google’s data on users to increase the reach of their remarketing campaigns to include all devices that belong to a user that is opted in.

Brad Bender, VP of display and video advertising at Google, announced the shift in a blog post (New digital innovations to close the loop for advertisers) yesterday.

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

Meanwhile for advertisers, Google stressed the ability to sequence ads and cap frequency to control how often a consumer sees a message. Previously, that required desktop cookies and Android IDs, so it couldn’t actually be done across screens.

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