You’re reading 9to5Google — experts who break news about Google and its surrounding ecosystem, day after day. Be sure to check out our homepage for all the latest news, and follow 9to5Google on Twitter, Facebook, and LinkedIn to stay in the loop. Don’t know where to start? Check out our exclusive stories, reviews, how-tos, and subscribe to our YouTube channel

Google Personal Search

The Wall Street Journal reports that Google is currently in talks to allow advertisers to target ads towards existing customers in search results. According to the report, Google has approached advertisers with the idea of them sharing customer information that Google would then use to target the ads.

Samsung U28E590D 28-Inch 4K Monitor

The basic goal of the service is simple. Advertisers would share information such as email addresses with Google. For instance, if someone makes a printer purchase from an office-supply retailer, the retailer could give the email address of the customer to Google. From there, the retailer could bid to show ads to those customers when they search for a related product, like printer ink, on Google.

Google is said to be launching this new ad-targeting method later this year or early next year. At launch, this ad-targeting strategy would be limited to search results and would not include banner ads, the report claims. Facebook launched a similar ad-targeting strategy in 2012, which dramatically increased its ad revenue by 65 percent.

The ads would give marketers another way to reach customers when they are searching for products rather than running more general ads when they aren’t necessarily shopping. The data could also help both Google and advertisers better understand the relationship between online ads and consumers’ real-world activities and purchases.

This new ad-targeting method highlights Google’s continued goal at showing the most relevant ads possible. Google earlier this year launched an ad-targeting algorithm for its Fiber TV service in Kansas City based on viewing history.

FTC: We use income earning auto affiliate links. More.

About the Author