Google to roll out cross-device retargeting

In a significant development, advertisers will soon be able to reach users across devices with Google remarketing campaigns as Google stops relying on cookies and mobile IDs to identify users for remarketing lists.

Brad Bender, VP of display and video advertising at Google, announced the shift in a blog post and is set to discuss it during Advertising Week in New York City on Monday.

“We’re introducing cross-device remarketing for Google Display Network and DoubleClick Bid Manager to help you reach the same user across devices, apps, and sites. You can now tell a single story to your audience and decide how frequently they see your ad across devices,” wrote Bender.

The introduction of cross-device remarketing comes three years after Google first debuted its estimated cross-device conversion metric. Bender says the new capability will be rolling out globally over the next few months.

[Read the full article on Marketing Land.]

About The Author

Ginny Marvin

As Third Door Media’s paid media reporter, Ginny Marvin writes about paid online marketing topics including paid search, paid social, display and retargeting for Search Engine Land and Marketing Land. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She provides search marketing and demand generation advice for ecommerce companies and can be found on Twitter as @ginnymarvin.