Conventional wisdom within ad tech is that search is boring. In the display ecosystem, life is exciting: in the last decade alone, thousands of niche companies have emerged, nearly as many have folded, and major new technologies have come and gone. In contrast, search seems dull: it’s still the best-performing and highest-spending channel by far, but the makeup of the industry and the basic way in which ads get delivered haven’t changed much. So despite its massive importance to marketers, search is never the sexy topic at conferences or a frequent mention in industry articles.
As a result, the industry has missed one of the most powerful changes in the last decade of ad tech: the rise of people-based search. In the last year, with little fanfare, Google has launched two features that dramatically expand the power of search marketing: “Customer Match” and “In Store Conversions.”
Customer Match Customer Match is a tool that allows marketers to use first-party data to optimize their bi..
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