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url("https://e-dialog.group/wp-content/uploads/2022/01/e-dialog-events.svg");}.icon.icon-pressrelease {background-image: url("https://e-dialog.group/wp-content/uploads/2022/01/e-dialog-presse.svg");}</style> <div data-rocket-location-hash="b4d58d7e7fd8b45b2c5dc879cde7eb3f" class="mwd-blogPost flex breadcrumb"> <div data-rocket-location-hash="0841f15ebf099eeaba6f2c7f735d0671" class="container"> <span class="parent"> <a href="https://e-dialog.group/ch/blog/" title="Blog">Blog</a> </span> <span class="arrow">></span> <span class="category">Programmatic Display, Video & Everything</span> <span class="arrow">></span> <span class="child">Customer Match in DV360 - Similar Audiences ohne Cookies</span> </div> </div> <div data-bg="https://e-dialog.group/wp-content/uploads/2023/02/blog-customer-match-1024x549.jpg" data-rocket-location-hash="011e48fc0f3566a93adcff1be8533cdb" class="mwd-blogPost flex header rocket-lazyload" style=""><div data-rocket-location-hash="ca23f7c07336b7cf8c7766d2ffffc9d9" class="container"><h1>Customer Match in DV360 - Similar Audiences ohne Cookies</h1><p class="author">von Michaela Augesky</p></div></div><div data-rocket-location-hash="5ba37d1761429b8aa4a845fb1ec6d187" class="mwd-blogPost flex metabox space-top space-bottom"><div data-rocket-location-hash="04b24f2a01e05ca636ff58e62299aa1e" class="container"><div data-rocket-location-hash="1572ce06debb49357e5111f58a6037a3" class="col"><div class="metabox-holder"><div class="date">03. Februar 2023</div><div class="duration"> <span class="span-reading-time rt-reading-time"><span class="rt-label rt-prefix">Lesedauer:</span> <span class="rt-time"> 3</span> <span class="rt-label rt-postfix">Minuten</span></span></div></div><div class="excerpt-box"><h3>Management Summary</h3><p>Der zunehmende Wegfall der Cookies erschwert uns nicht nur User zu tracken, sondern schränkt auch unsere Targeting-Möglichkeiten erheblich ein. Deshalb ist es wichtig, von Targetingoptionen Gebrauch zu machen, die nicht auf Cookies angewiesen sind - und hier kommt Customer Match ins Spiel. Customer Match ermöglicht uns nicht nur die Ansprache oder Exklusion unserer 1st Party User, sondern auch die Bildung von Similar Audiences - ganz ohne Cookies.</p></div></div><div data-rocket-location-hash="4ba29acbbfca62c6f947577f2c748b2d" class="col"><div class="categorybox"><div class="categorybox-inner"><div class="categorybox-inner-title">Programmatic Display, Video & Everything</div><p><p>Wir bringen Ihre programmatischen Kampagnen auf das nächste Level. Unsere Consultants unterstützen mit Konzepten, Consulting und auch managed Service. </p> </p><a href="/ch/bessere-kampagnen/#programmatic-display-video-everything" class="btn btn--space-top">Mehr Erfahren</a></div><div id="wobble"></div></div></div></div></div><div data-rocket-location-hash="b49efa3be72975323cf1dd9c201b9509" class="mwd-blogPost flex content space-top space-bottom"><div data-rocket-location-hash="68e122c6b23b4519e49c5a2a57b5f054" class="container"> <div data-rocket-location-hash="a43c5fd0650984d403647f86cb3fba4c" data-elementor-type="wp-post" data-elementor-id="45669" class="elementor elementor-45669 elementor-45657" data-elementor-post-type="post"> <section class="elementor-section elementor-top-section elementor-element elementor-element-a87b746 elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="a87b746" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-10911504" data-id="10911504" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-41983786 elementor-widget elementor-widget-text-editor" data-id="41983786" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>Customer Match ist eine Funktion innerhalb der Google Marketing Plattform (GMP) welche es bereits seit ein paar Jahren gibt. Der Prozess wurde in dieser Zeit von Google verbessert und bietet nun userfreundliche Upload-Möglichkeiten mittels API’s. Eine Einführung zum Thema bietet dieser Blogartikel.</p> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-top-section elementor-element elementor-element-eb908b7 elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="eb908b7" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-fd22266" data-id="fd22266" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-a43e296 elementor-widget elementor-widget-heading" data-id="a43e296" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h2 class="elementor-heading-title elementor-size-default">Was ist Customer Match und wie funktioniert es?</h2> </div> </div> <div class="elementor-element elementor-element-deb4590 elementor-widget elementor-widget-text-editor" data-id="deb4590" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>Customer Match ist eine Funktion, in welcher 1st Party Daten von Personen in DV360 hochgeladen werden, die online und offline direkt mit Ihrem Unternehmen interagiert haben. Das können beispielsweise Bestandskunden oder Newsletter-Abonnenten sein. </p><p>Dieser Datenupload ermöglicht 2 Dinge:</p> </div> </div> <div class="elementor-element elementor-element-69b2662 elementor-widget elementor-widget-text-editor" data-id="69b2662" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <ol><li><strong>Jene Personen, welche Teil dieser 1st Party Audience Liste sind, können direkt in Werbekampagnen angesprochen oder ausgeschlossen werden.</strong> Klassische Remarketing Audience Listen basieren auf Cookies. Aufgrund des Wegfalls der Cookies verkleinern sich somit auch die Audience Listen und die Menge der User, welche in Werbekampagnen angesprochen werden kann. Mit Customer Match habe ich somit eine Möglichkeit, meinen Pool an Remarketing-Usern zu vergrößern.<br /><br /></li><li>Diese hochgeladenen <strong>1st Party Daten können</strong> auf skalierbare und datenschutzorientierte Weise <strong>mit angemeldeten Google-Nutzern abgeglichen werden und ermöglichen somit eine Ansprache von neuen Nutzern, welche ähnliche Interessen aufweisen (Match)</strong>. Diese gematchten User werden als Customer Match Liste gesammelt und auf Basis dieser wird eine Similar Audience Liste generiert (User mit ähnlichen Interessen und Verhaltensweisen). Diese können direkt in Werbekampagnen angesprochen werden. Im Gegensatz zu klassischen Similar Audiences funktionieren diese Listen ohne Cookies. </li></ol> </div> </div> <div class="elementor-element elementor-element-100c3b5 elementor-widget elementor-widget-image" data-id="100c3b5" data-element_type="widget" data-widget_type="image.default"> <div class="elementor-widget-container"> <img fetchpriority="high" decoding="async" width="800" height="433" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20800%20433'%3E%3C/svg%3E" class="attachment-large size-large wp-image-45662" alt="Customer Match Upload Prozess in DV360" data-lazy-srcset="https://e-dialog.group/wp-content/uploads/2023/02/customer-match-upload-prozess-in-dv360_01-1024x554.png 1024w, https://e-dialog.group/wp-content/uploads/2023/02/customer-match-upload-prozess-in-dv360_01-300x162.png 300w, https://e-dialog.group/wp-content/uploads/2023/02/customer-match-upload-prozess-in-dv360_01-768x416.png 768w, https://e-dialog.group/wp-content/uploads/2023/02/customer-match-upload-prozess-in-dv360_01-1536x831.png 1536w, https://e-dialog.group/wp-content/uploads/2023/02/customer-match-upload-prozess-in-dv360_01.png 1598w" data-lazy-sizes="(max-width: 800px) 100vw, 800px" data-lazy-src="https://e-dialog.group/wp-content/uploads/2023/02/customer-match-upload-prozess-in-dv360_01-1024x554.png" /><noscript><img fetchpriority="high" decoding="async" width="800" height="433" src="https://e-dialog.group/wp-content/uploads/2023/02/customer-match-upload-prozess-in-dv360_01-1024x554.png" class="attachment-large size-large wp-image-45662" alt="Customer Match Upload Prozess in DV360" srcset="https://e-dialog.group/wp-content/uploads/2023/02/customer-match-upload-prozess-in-dv360_01-1024x554.png 1024w, https://e-dialog.group/wp-content/uploads/2023/02/customer-match-upload-prozess-in-dv360_01-300x162.png 300w, https://e-dialog.group/wp-content/uploads/2023/02/customer-match-upload-prozess-in-dv360_01-768x416.png 768w, https://e-dialog.group/wp-content/uploads/2023/02/customer-match-upload-prozess-in-dv360_01-1536x831.png 1536w, https://e-dialog.group/wp-content/uploads/2023/02/customer-match-upload-prozess-in-dv360_01.png 1598w" sizes="(max-width: 800px) 100vw, 800px" /></noscript> </div> </div> <div class="elementor-element elementor-element-6d032d5 elementor-widget elementor-widget-text-editor" data-id="6d032d5" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>Customer Match Upload Prozess in DV360, Quelle: e-dialog</p> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-top-section elementor-element elementor-element-fdbd9d0 elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="fdbd9d0" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-ec21776" data-id="ec21776" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-d91f179 elementor-widget elementor-widget-heading" data-id="d91f179" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h2 class="elementor-heading-title elementor-size-default">Ist das überhaupt datenschutzkonform? </h2> </div> </div> <div class="elementor-element elementor-element-11730a4 elementor-widget elementor-widget-text-editor" data-id="11730a4" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>An dieser Stelle fragen sich sicherlich einige, ob das überhaupt datenschutzkonform ist – es werden schließlich Kundendaten in DV360 hochgeladen.</p><p>Es werden selbstverständlich keine Klardaten (Informationen, die zu einer bestimmten natürlichen Person gespeichert werden) übermittelt. Die hochgeladenen Daten werden zunächst “gehashed” – mit anderen Worten – verschlüsselt und anonymisiert. Durch diese Verschlüsselung ist es für Dritte unmöglich, die ursprünglichen Daten zu eruieren. Nachdem die Daten verschlüsselt wurden, wird der Matching-Prozess durchgeführt und die Customer Match Liste wird generiert. Die ursprünglich hochgeladenen 1st Party Daten werden sofort gelöscht.</p><p>In der Vergangenheit war es leider nur möglich, die 1st Party Daten manuell in DV360 hochzuladen. Dieser Prozess war durchaus problematisch, weil viele Unternehmen das DV360 Kampagnenmanagement nicht in-house durchführen, sondern an Agenturen auslagern. Somit mussten die sensitiven Daten zunächst an die Agentur übermittelt werden, damit diese sie hochladen kann. Dazu kommt der Aspekt, dass Customer Match Listen regelmäßig (ca. alle 2-3 Monate) aktualisiert werden sollten. Dieser Prozess war somit für einige Unternehmen nicht tragbar, weshalb Customer Match selten umgesetzt wurde.</p><p>Google hat diesen Prozess zwischenzeitlich überarbeitet und verbessert. Neben dem manuellen Upload ist es nun <strong>möglich</strong>, die <strong>Daten</strong> direkt als Unternehmen <strong>via API in DV360 hochzuladen</strong>. Zur Verfügung stehen </p><ul><li>die kostenlose DV360 API (nähere Informationen findet ihr <a href="https://developers.google.com/display-video/api/guides/audiences/upload-customer-match">hier</a>)</li><li>oder eine Customer Match Uploader API (CMU API) von anderen Anbietern. <br /><a href="https://support.google.com/displayvideo/answer/10985709?hl=en">Hier</a> findet ihr eine Liste der CMU-Anbieter, welche derzeit in DV360 integriert sind.</li></ul><p>Nähere Informationen dazu, wie Google bzw. wie die Google Marketing Plattform (GMP) Customer Match Daten nutzt, könnt ihr <a href="https://support.google.com/displayvideo/answer/7370835?hl=de">hier</a> nachlesen.</p> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-top-section elementor-element elementor-element-d830a85 elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="d830a85" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-30b366e" data-id="30b366e" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-b482fab elementor-widget elementor-widget-heading" data-id="b482fab" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h2 class="elementor-heading-title elementor-size-default">Welche 1st Party Daten können/sollen überhaupt hochgeladen werden?</h2> </div> </div> <div class="elementor-element elementor-element-085c6b1 elementor-widget elementor-widget-text-editor" data-id="085c6b1" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>Customer Match basiert auf dauerhaften Identifikatoren. Das können E-Mail Adressen, Telefonnummern oder physische Adressen sein.</p><p>Wenn diese Daten via manuellen DV360 Upload hochgeladen werden, hashed DV360 automatisch die vorhandenen Daten.</p><p>Wenn beispielsweise die DV360 API genutzt wird, müssen die sensitiven Daten zunächst mit dem SHA256 Algorithmus gehasht werden.</p> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-top-section elementor-element elementor-element-76d88ab elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="76d88ab" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-bac8497" data-id="bac8497" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-01e3ad9 elementor-widget elementor-widget-heading" data-id="01e3ad9" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h2 class="elementor-heading-title elementor-size-default">Welche Limitationen gilt es zu berücksichtigen? </h2> </div> </div> <div class="elementor-element elementor-element-ad5eb82 elementor-widget elementor-widget-text-editor" data-id="ad5eb82" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <ul><li>Die maximale Anzahl an Usern pro Audience Liste liegt bei 5 Millionen Usern</li><li>Customer Match Listen sind <span style="text-decoration: underline;">nicht mit HTML5 oder Rich Media Creatives kompatibel sofern die Liste inklusiv getargetet wird</span>. Es können lediglich Display-, Bild-, standardmäßige Video-, GIF-, Native- und Audio-Creatives verwendet werden. Diese Einschränkung gilt allerdings nicht für Similar Audiences, welche auf den Customer Match Listen basieren oder wenn die Customer Match Liste exklusiv getargetet wird.</li><li>Eine Synchronisierung zwischen Campaign Manager 360 und DV360 ist erforderlich.</li></ul><p> </p><p>Neben den angegebenen Limitationen, ist es zudem Voraussetzung, dass es in dem genutzten DV360 Konto bisher zu keinen Verstößen der Google-Richtlinien sowie zu keinen Zahlungsproblemen gekommen ist. Details zu den Richtlinien können hier nachgelesen werden.</p> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-top-section elementor-element elementor-element-05fa0d5 elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="05fa0d5" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-0549740" data-id="0549740" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-e3eb4dc elementor-widget elementor-widget-heading" data-id="e3eb4dc" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h2 class="elementor-heading-title elementor-size-default">Fazit</h2> </div> </div> <div class="elementor-element elementor-element-b1402aa elementor-widget elementor-widget-text-editor" data-id="b1402aa" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>Das Post-Cookie Zeitalter zwingt uns alle dazu, uns mit alternativen Targeting-Möglichkeiten auseinanderzusetzen, welche nicht auf Cookies angewiesen sind. Customer Match ist eine mögliche Option, welche uns Google aber auch andere Plattformen wie z.B. Meta anbietet, um unsere Zielgruppe, seien es Bestandskunden oder neue Nutzer, bestmöglich anzusprechen. Der Upload-Prozess ist nun für die Werbetreibenden deutlich nutzerfreundlicher gestaltet und einem ersten Test von Customer Match steht nun nichts mehr im Wege.</p> </div> </div> <div class="elementor-element elementor-element-0877a87 elementor-widget elementor-widget-text-editor" data-id="0877a87" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <h3>Haben Sie noch Fragen oder wollen selber mit Customer Match in DV360. starten? Wir unterstützen Sie gerne: <a href="mailto:kontakt@e-dialog.group">kontakt@e-dialog.group</a></h3> </div> </div> </div> </div> </div> </section> </div> </div></div><div data-rocket-location-hash="ddfa30e7b85577acd84410f15654357f" class="mwd-blogPost flex call-to-action space-top space-bottom"><div data-rocket-location-hash="f9357140ee36883ea6064de5d7279a99" class="container"><div data-rocket-location-hash="b0ba8a09814c8228efb38942e632ca71" class="call-to-action-inner"><span class="lead">Kampagne anfragen</span><div class="call-to-action-inner-title">Bereit für Ihr neues Projekt?</div><p>Wir freuen uns auf Ihre Anfrage und beraten Sie gerne unverbindlich! Füllen Sie dazu einfach das Kontaktformular aus oder rufen uns direkt an.</p><a href="https://e-dialog.group/ch/kontaktformular/" class="btn" title="Jetzt kontaktieren">Jetzt kontaktieren</a></div></div><div data-rocket-location-hash="03910ff8661ec99940484bdcacc47ffb" id="wobbleCTA"></div></div> <div data-rocket-location-hash="432af2bac3067702fc14620b17bfd000" class="mwd-blogPost flex more-topics space-top space-bottom"> <div data-rocket-location-hash="e02d4abb341ba01ddcf628736c86d19a" class="container"> <h3 class="more-topics-headline">Weitere Themen</h3> <div data-rocket-location-hash="42cd2c730aabf27b255fca5895c1d6b0" class="c-post-types c-post-types--slider"> <div class="c-post-types__container swiper-container" data-interval="0"> <div class="swiper-wrapper"> <article class="c-post-types__entry post-61662 post type-post swiper-slide"> <div class="c-post-types__entry-card"> <a class="c-post-types__entry-thumbnail-link" 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