How First-Party Data Could Change the Pay-Per-Click Landscape

How First-Party Data Could Change the Pay-Per-Click Landscape

In mid-April, the Wall Street Journal reported (subscription) that Google may allow companies to use customer information, like email addresses, to assist with ad targeting. The change could occur within the year. According to anonymous sources, Google has been discussing the possible use of such data with advertisers, who have been pushing Google to reconsider its policy concerning first-party data for some time.

Google has been hesitant to allow advertisers to use first-party data,…

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Twitter offers new targeting options through tailored audiences

Twitter offers new targeting options through tailored audiences

After months of beta testing, Twitter officially rolled out its Tailored Audiences product for advertisers in early December. The social network is now using ad partners to share data about how Twitter users behave on third-party websites.

Tailored Audiences is a retargeting program that allows a business to show a promoted Tweet to users who have already expressed an interest in its brand. For example, your firm may wish to target individuals who have recently visited your…

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