On January 13, 2025, Google will update its Customer Match policy to state that customers may lose Customer Match access if their ads have the potential to cause harm to users or create a poor user experience. We may take the following considerations, among others, into account when making this determination.
Google customer match allows advertisers to take customer lists and apply them for targeting and seed purposes in Google Ads. This is a great way to ensure folks get exactly the right messaging.
The first and most important consideration is using someone's email without their consent. I would take this signal from Google that gambling with privacy rules is getting harder.
Ad creative needs to pass the 'not a creep' check. This means: 1. You're not targeting kids. 2. You're not making it seem like the ad is for any one specific user.
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