Cookie matching is the process by which an advertiser or vendor associates cookies in their domain with cookies in Google's domain. Matching these cookies allows you to connect your own data with Google ad data (tracked via Display & Video 360 and Campaign Manager 360) on that same user, allowing you to incorporate CRM data and better understand user behavior. By combining this data via privacy-centric joins, you can:
- Target audiences based on specific items abandoned in shopping carts, if those users have interacted with your ads and domain.
- Determine which ads lead to longer sessions on your domain.
- Analyze purchase history joined to post-campaign data.
Learn more about cookie matching.