Google Rolls Out First-Party Data Solution For Analytics Users

Google Analytics launches Customer Match beta, enabling advertisers to enhance remarketing using first-party data instead of third-party cookies.

• Google Analytics now lets advertisers use first-party customer data to improve ad targeting.
• The feature automatically works with Smart Bidding campaigns on YouTube, with Search and in-feed ads coming soon.
• Advertisers can implement this by setting up data collection and linking their GA4 account.