will expand Brand Lift from measuring online video to cover TV; it’s letting businesses ad Google Maps data and photos to their ads; and in a very Facebook-like move, it is moving away from cookies and using logged-in data to track and market to users across multiple devices, apps and sites. To be clear, these are updates to existing products for Google, but taken together they are a sign of how the company is trying to shift how it identifies people in an ever-changing digital world that includes smartphones alongside computers and more traditional screens like TVs; and how it’s trying to harness more of its immense footprint across services like maps, email and Android to stay on top in advertising. Google has traditionally relied on cookies and mobile IDs to identify and track users for remarketing lists. But this isn’t effective enough for cross-device and cross-channel campaigns, which is why the company has been making the switch to logged-in data, something it first started to kick off a year ago with its launch of Customer Match, which matched up a businesses email lists with Google’s own databases of logged in users to figure out more about their customers and advertise to them more directly.
The rise of Facebook and the growth of its own ad network and Facebook Custom Audiences, based on its own logged-in user data. Google may not have ever managed to build a successful social network of its own, but Gmail alone has over 1 billion logged-in users, and when you start to add in data from other services like Android, YouTube, Maps and Google Now (all of which also tie into your ID), you can see how Google has reached a tipping point where the cookie may not be as appetising as it used to be.