Recently, Google announced that they are in the midst of launching a much awaited feature in AdWords. The feature will have the option to create and target certain audiences generated from email lists provided from advertisers.
The feature, named Customer Match, allows advertisers to bid and produce custom ads that are personalized to customer segments in search, along with Gmail and YouTube ads. Through the API or manually, advertisers can transfer emails lists to AdWords. Emails will be matched through Google sign-in emails and anonymized.
Customer Match has the ability to tell us things such as a preferred physical location or whether or not a customer prefers shopping online or off.