Use this destination to activate your first-party PII-based Google Customer Match lists directly to Google Display & Video 360 properties such as Search, YouTube, Gmail, and the Google Display Network.
Certain Google-integrated third parties, such as Adobe Real-Time CDP, can use the Google Audience Partner API to create Customer Match audiences directly in customers’ Display & Video 360 account.
With the newly introduced capability of being able to utilize Customer Matched audiences across Display & Video 360, you are now able to target audiences across an expanded roster of inventory sources.
This destination connector is in beta and only available to select customers. To request access, contact your Adobe representative.
Google is releasing changes to the Google Ads API, Customer Match, and the Display & Video 360 API in order to support the compliance and consent-related requirements defined under the Digital Markets Act (DMA) in the European Union (EU User Consent Policy). Enforcement of these changes to consent requirements is live as of March 6, 2024.
To adhere to the EU user consent policy and continue creating audience lists for users in the European Economic Area (EEA), advertisers and partners must ensure they are passing end-user consent when uploading audience data. As a Google Partner, Adobe provides you with the necessary tools to comply with these consent requirements under the DMA in the European Union.
Customers who have purchased Adobe Privacy & Security Shield and have configured a consent policy to filter out non-consented profiles do not need to take any action.
Customers who have not purchased Adobe Privacy & Security Shield must use the segment definition capabilities within Segment Builder to filter out non-consented profiles, in order to continue using the existing Real-Time CDP Google Destinations without interruption.
Several integrations with Google are available in the destinations catalog and it might be difficult to understand when to use each of the available Google destinations. Make sense of the different use cases by reading the information in the table below:
Google Customer Match | Google Display & Video 360 | Google Customer Match + Display & Video 360 (this connector) |
---|---|---|
Export your PII-based audiences and reach them on inventory available in Google Customer Match. | Reach cookie-based audiences across inventory available via Google Display & Video 360, on Google owned-and-operated properties like Youtube and Search, and beyond. | Create PII-based audiences in Google Customer Match and reach them on the inventory available in Google Display & Video 360, on Google owned-and-operated properties only. |
To help you better understand how and when to use this destination, here are sample use cases that Adobe Experience Platform customers can solve by using this feature.
An athletic apparel brand wants to reach existing customers through Google Search and Google Shopping to personalize offers and items based on their past purchases and browsing history. The apparel brand can ingest email addresses from their own CRM to Experience Platform, and build audiences from their own offline data. Then, they can send these audiences to the Google Customer Match + Display & Video 360 destination to be used across Google Display & Video 360 properties such as Search, YouTube, Gmail, and the Google Display Network.
A prominent technology company has launched a new phone. To promote this new phone model, they are looking to drive awareness of the new features and functionality of the phone to customers who own previous models of their phones.
To promote the release, they upload email addresses from their CRM database into Experience Platform, using the email addresses as identifiers. Audiences are created based on customers who own older phone models. Then audiences get sent to Google Customer Match, so the company can target current customers, customers who own older phone models, and similar customers on Google Display & Video 360 properties such as Search, YouTube, Gmail, and the Google Display Network.
Google Customer Match supports the activation of identities described in the table below. Learn more about identities.
Target Identity | Description | Considerations |
---|---|---|
phone_sha256_e.164 | Phone numbers in E164 format, hashed with the SHA256 algorithm | Both plain text and SHA256 hashed phone numbers are supported by Adobe Experience Platform. Follow the instructions in the ID matching requirements section and use the appropriate namespaces for plain text and hashed phone numbers, respectively. When your source field contains unhashed attributes, check the Apply transformation option, to have Platform automatically hash the data on activation. |
email_lc_sha256 | Email addresses hashed with the SHA256 algorithm | Both plain text and SHA256 hashed email addresses are supported by Adobe Experience Platform. Follow the instructions in the ID matching requirements section and use the appropriate namespaces for plain text and hashed email addresses, respectively. When your source field contains unhashed attributes, check the Apply transformation option, to have Platform automatically hash the data on activation. |
This section describes which types of audiences you can export to this destination.
Audience origin | Supported | Description |
---|---|---|
Segmentation Service | ✓ | Audiences generated through the Experience Platform Segmentation Service. |
Custom uploads | ✓ | Audiences imported into Experience Platform from CSV files. |
Refer to the table below for information about the destination export type and frequency.
Item | Type | Notes |
---|---|---|
Export type | Audience export | You are exporting all members of an audience with the identifiers (name, phone number, and others) used in the Google Customer Match destination. |
Export frequency | Streaming | Streaming destinations are “always on” API-based connections. As soon as a profile is updated in Experience Platform based on audience evaluation, the connector sends the update downstream to the destination platform. Read more about streaming destinations. |
Before setting up a Google Customer Match destination in Experience Platform, make sure you read and adhere to Google’s policy for using Customer Match, outlined in the Google support documentation.
Next, make sure that your Google account is configured for a Standard or higher permission level. See the Google Ads documentation for details.
Before creating the Google Customer Match destination in Experience Platform, make sure that your Google Ads account complies with the Google Customer Match policy.
Customers with compliant accounts are automatically allowlisted by Google.
Google requires that no personally identifiable information (PII) is sent in clear. Therefore, the audiences activated to Google Customer Match must be keyed off hashed identifiers, such as hashed email addresses or phone numbers.
Depending on the type of IDs that you ingest into Adobe Experience Platform, you must adhere to their corresponding requirements.
There are two methods to activate phone numbers in Google Customer Match:
Phone_E.164
namespace.PHONE_SHA256_E.164
namespace.Phone numbers ingested into the Phone
namespace cannot be activated to the Google Customer Match + DV360 destination.
You can hash email addresses before ingesting them into Adobe Experience Platform, or use email addresses in clear in Experience Platform, and have Platform hash them on activation.
For more information about Google’s hashing requirements and other restrictions on activation, see the following sections in Google’s documentation:
To learn about ingesting email addresses in Experience Platform, see the batch ingestion overview and the streaming ingestion overview.
If you select to hash the email addresses yourself, make sure to comply with Google’s requirements, outlined in the links above.
To connect to the destination, you need the View Destinations and Manage Destinations access control permissions. Read the access control overview or contact your product administrator to obtain the required permissions.
To connect to this destination, follow the steps described in the destination configuration tutorial.
While setting up this destination, you must provide the following information:
You can enable alerts to receive notifications on the status of the dataflow to your destination. Select an alert from the list to subscribe to receive notifications on the status of your dataflow. For more information on alerts, see the guide on subscribing to destinations alerts using the UI.
When you are finished providing details for your destination connection, select Next.
See Activate audience data to streaming audience export destinations for instructions on activating audiences to this destination.
This is an example of correct identity mapping when activating audience data in Google Customer Match + Display & Video 360.
Selecting source fields:
Email
namespace as source identity if the email addresses you are using are not hashed.Email_LC_SHA256
namespace as source identity if you hashed customer email addresses on data ingestion into Platform, according to Google Customer Match email hashing requirements.PHONE_E.164
namespace as source identity if your data consists of non-hashed phone numbers. Platform will hash the phone numbers to comply with Google Customer Match requirements.Phone_SHA256_E.164
namespace as source identity if you hashed phone numbers on data ingestion into Platform, according to Facebook phone number hashing requirements.Selecting target fields:
Email_LC_SHA256
namespace as target identity when your source namespaces are either Email
or Email_LC_SHA256
.Phone_SHA256_E.164
namespace as target identity when your source namespaces are either PHONE_E.164
or Phone_SHA256_E.164
.Data from unhashed namespaces is automatically hashed by Platform upon activation.
Attribute source data is not automatically hashed. When your source field contains unhashed attributes, check the Apply transformation option, to have Platform automatically hash the data on activation.
After connecting to the destination and establishing a destination dataflow, you can use the monitoring functionality in Real-Time CDP to get extensive information about the profile records activated to your destination in each dataflow run.
The monitoring information for the Google Customer Match + Display & Video 360 connection includes audience-level information related to activated, excluded, and failed identities in each dataflow and dataflow run. Read more about the functionality.
After completing the activation flow, switch to your Google Ads account. The activated audiences are shown in your Google account as customer lists. Depending on your audience size, some audiences do not populate unless there are over 1000 active users to serve. Find further information in the Google Audience Partner documentation. Note that you need to ask Google for access to the documentation in the link.
Some destinations in Experience Platform have certain rules and obligations for data sent to, or received from, the destination platform. You are responsible for understanding the limitations and obligations of your data and how you use that data in Adobe Experience Platform and the destination platform. Adobe Experience Platform provides data governance tools to help you manage some of those data usage obligations. Learn more about data governance tools and policies.
When configuring this destination, you may receive the following error:
{"message":"Google Customer Match Error: OperationAccessDenied.ACTION_NOT_PERMITTED","code":"400 BAD_REQUEST"}
This error occurs when customer accounts do not comply with the prerequisites. To fix this issue, contact Google and make sure that your account is allow-listed and is configured for a Standard or higher permission level. See the Google Ads documentation for details.