Google was once the most innovative company around when it came to digital advertising, but that hasn’t been the case for years. In the latest example of this, Google has just announced that they are going to be enabling cross-device remarketing. This is a feature that other ad networks have had in place for quite a long time now.
This is the feature where if someone accesses a site from their mobile device, the site can trigger an advertisement when they log onto their PC later that day. It is a fairly standard (and effective) option today, and one that people have been demanding Google implement for a long time.
This will work with any devices where a user is signed in to any Google property such as gMail, YouTube, and others. This type of retargeting is quite effective and will give marketers additional ways to try to bring users back to a site to make a purchase or take some other desired action.
Brad Bender, the VP of display and video advertising, said in the post announcing this change, “We’re introducing cross-device remarketing for Google Display Network and DoubleClick Bid Manager to help you reach the same user across devices, apps, and sites. You can now tell a single story to your audience and decide how frequently they see your ad across devices.”
While Google is certainly late to offer this feature, it is still nice to see that they are finally going to have it. Most purchases online involve people visiting a site, leaving, and coming back later (often from a different device) to make the actual buy. Having cross device advertisement options can be very helpful in convincing people who are on the fence when it comes to making a purchase to actually click that buy button.
