Announcing Segment Building with Data Filtered by Data Marketplace Data for Google Customer Match (8/14/20)
For participants in the Data Marketplace Combinations beta program, LiveRamp now supports segment building (from the My Segment page) using first-party, PII-based data filtered by PII-based Data Marketplace segments that can be distributed to Google Customer Match (GCM). Google does not allow the use of third-party data for targeting on GCM, but will allow targeting with first-party segments that have been filtered with third-party data, such as Data Marketplace data.
This capability is now available to customers who meet the following criteria:
You own first-party offline data
You have the "BRAND AGREEMENT FOR LIVERAMP CONNECT – DATA STORE ACCESS AND AUDIENCE DISTRIBUTIONS TO PLATFORMS AND CONSUMER SOCIAL PLATFORMS" agreement
You have signed up to be a beta “Data Marketplace combinations” client
For example, you may want to target only female buyers in your CRM list, but you don’t have gender data in that list. Customers with this capability can now use a data seller’s Data Marketplace segment of females to filter out all non-female buyers from your CRM. LiveRamp will only send the identities from your CRM to GCM, thus ensuring we meet their data type restrictions. For instructions on building this type of segment, see “Build a Data Marketplace-Filtered Segment for Google Customer Match”.
Caution
Because Data Marketplace data was used in the segment building process, you can only distribute the segment to Data Marketplace destination accounts.
Data used in this way is billed at a percentage of your media spend and requires you to provide our Data Marketplace billing team with a usage report on a monthly basis. For instructions, see “Report Usage for Data Filtered with Data Marketplace Data in Google Customer Match”.
If you meet the criteria listed above and would like access to this capability, contact your LiveRamp representative.