Google announced last September that they were going to start using signed-in user data to enable retargeting across devices on the Google Display Network.  On May 15th, audience lists that were created in Google Analytics will begin using this data.

The following alerts began showing in Google Analytics:

Starting May 15, 2017, all properties using Remarketing with Google Analytics will be enhanced to take advantage of new c
ross-device functionality. This is an important update to your remarketing settings, which may relate to your privacy policy.

With this change, advertisers are going to be able to show ads to users who visited their sites on one device on a another device when signed in, which is similar to what Facebook and other platforms have been doing for a while.  Currently, Google had relied on cookies and mobile IDs for retargeting.  But this way doesn’t carry across devices.

But with this shift means advertisers may have to think differently about frequency capping and message sequencing in their campaigns not that they are going to be able to reach users across mobile, tablet and desktop.

It’s always a good idea to review your privacy policies regarding data collection and consider how this could impact bidding, device targeting and messaging in your Google display campaigns.

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