May 23, 2022

Privacy: Google Begins Allowing Marketers to Target Advertising Using Email Addresses

From the WSJ:

Online advertising giant Google will soon let marketers target ads to specific people using their email addresses when they use its search engine, Gmail or YouTube video platform.


For example, say a consumer shares her email address with a clothing retailer when purchasing items in-store. The retailer can then upload that address to Google to identify her when she’s using Google search or YouTube, and to target search or video ads to her for similar or complementary products, provided she signed in to Google with the same email address.

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From The Verge:

[Our emphasis] By tapping into email addresses, as both Facebook and Twitter do with their own respective products, Google can take higher cuts of the more costly and better targeted ads being served even from within the Gmail and YouTube apps on mobile devices. Google calls Customer Match a “privacy-safe” product, but that may not quell the concern of users who feel that advertisers are getting even more specific with their ad targeting.

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See Also: Google Brings You Closer to Your Customers in the Moments that Matter (via Inside AdWords) Google’s blog post.

About Gary Price

Gary Price ( is a librarian, writer, consultant, and frequent conference speaker based in the Washington D.C. metro area. Before launching INFOdocket, Price and Shirl Kennedy were the founders and senior editors at ResourceShelf and DocuTicker for 10 years. From 2006-2009 he was Director of Online Information Services at, and is currently a contributing editor at Search Engine Land.