Zeotap has launched a new integration with Google Customer Match, enabling marketers to leverage their first-party data to engage audiences at scale across Google Search, Shopping, Gmail, YouTube and Display.2 In doing so, the new integration provides an important solution to addressability when third-party cookies deprecate at the end of this year.
By becoming a Customer Match partner, Zeotap allows marketers to upload their first-party data to Google Customer Match via a simple API integration, streamlining the matching process. The resulting segments can then be included or excluded from Google Ads campaigns and used to tailor bid strategies, ad creatives and landing pages. This precision targeting helps deliver 79% higher CTR and 67% higher CVR than non-audience traffic.
Florian Lichtwald, Managing Director and Chief Business Officer of Zeotap, said: “For any marketer looking to drive strong returns on their campaigns, the benefits of Google Customer Match have long been clear – Zeotap’s role is to make it easier than ever to get those results. With the deprecation of third-party cookies on the horizon, this will help marketers in the crucial act of leveraging their first-party data to get better results from paid channels.”
Zeotap’s API integration allows for matching based on several different types of data, including email addresses and Mobile Device IDs. Used as part of Zeotap’s Customer Intelligence Platform, the integration also identifies non-Gmail email addresses, which helps achieve higher match rates compared to other upload processes. The process is safe and secure, as Zeotap completes security and data hashing protections prior to uploading, and is ISO 27001 compliant.