One week after announcing new additions to its Shopping platform, Google is again bolstering its e-commerce efforts, along with unveiling expansions to its Ads toolbox. Customer Match, which uses first-party data to target ads, will be made available to virtually all advertisers, and YouTube and Display will be integrated into all attribution models, making ads on those platforms easier to keep track of. With YouTube experiencing a 49% lift in ad revenue last quarter, advertisers continue to pay close attention to the channel when fulfilling their digital video needs.
