Advertisers will now be able to target by phone number and postal address through Google's AdWords platform. The move is part of a broader push for greater transparency in online advertising that Google has been making since the beginning of this year. The expansion of the service will give marketers more confidence to invest in Google's platform, according to Kevin Lee, co-founder of digital agency Digit. "A higher match rate by including postal means more flexibility in scaling the campaign", said Lee.
Advertisers will now be able to target by phone number and postal address through Google's AdWords platform. The move, which was likely delayed due to regulatory scrutiny, brings Google in-line with the majority of other advertising platforms. The expansion of the service will give marketers more confidence to invest in Google's platform, according to Kevin Lee, co-founder of digital agency Digit. "A higher match rate by including postal means more flexibility in scaling the campaign", said Lee.