Tech Made Simple

Hot Topics: How to Fix Bluetooth Pairing Problems | Complete Guide to Facebook Privacy | How to Block Spam Calls | Snapchat Symbol Meaning

We may earn commissions when you buy from links on our site. Why you can trust us.

author photo

Google Eyes Your Email & Search Results to Provide Targeted Ads

by Elmer Montejo on October 02, 2015

Google AdwordsAstute businesses know that for their products to succeed, their brand must be top of mind whenever consumers want to know something, do something, go somewhere or buy something. To help businesses reach out to potential customers at those key moments, Google has created a new service called Customer Match.Customer Match lets advertisers securely and privately match existing customers to users logged into Google so that they can launch campaigns and push out relevant ads.

The key pieces of information that enables this match to happen? Your email and search results.

Participating companies send customer email addresses — possibly including yours — to Google, which cross-references it with the respective Google accounts. The next time those customers use Google Search, YouTube or Gmail, they will see ads that are more relevant to them during what Google calls “intent-rich moments.”

This isn’t the first time advertising companies have exploited email to create laser-targeted advertising and marketing. Facebook and Twitter also leverage email for this purpose. Facebook’s Custom Audiences product has been doing it since 2012. The Wall Street Journal foresees the possibility that advertisers and Google could use customer purchase histories and related data to create targeted marketing.

Google has also launched a related product called Similar Audiences that creates targeted ads for users who show behaviors or characteristics similar to those of existing customers.

Customer Match sounds sweet to advertisers, but consumers may worry that their personally identifiable information could be exploited or your privacy compromised. If you don’t want your email and information to be used this way, you can control your Google Ads Settings (when logged in to your Google Account) to disable personalized ads or refuse ads from specific advertisers. Another alternative is to use an ad-tracking blocker like Privacy Badger. If you're serious about your privacy, be sure to check out our guide to the best browser privacy tools. We selected them not only for their ability to block tracking, but also for their ease of use and low impact on your browsing experience.

[Image credit: GongTo /]


Internet & Networking, News, Computer Safety & Support, Mobile Apps, Blog

Discussion loading

Home | About | Meet the Team | Contact Us
Media Kit | Newsletter Sponsorships | Licensing & Permissions
Accessibility Statement
Terms of Use | Privacy & Cookie Policy

Techlicious participates in affiliate programs, including the Amazon Services LLC Associates Program, which provide a small commission from some, but not all, of the "click-thru to buy" links contained in our articles. These click-thru links are determined after the article has been written, based on price and product availability — the commissions do not impact our choice of recommended product, nor the price you pay. When you use these links, you help support our ongoing editorial mission to provide you with the best product recommendations.

© Techlicious LLC.