Google has announced a significant update to its Customer Match data rules, capping list durations at 540 days. This change aims to address growing privacy concerns and aligns with best practices. The new rule will affect all Google Ads and Display & Video 360 platforms, starting April, 2025. Existing lists with no expiration date or durations longer than 540 days will be automatically updated.
The update represents a significant shift in how advertisers can use customer data, potentially impacting campaign performance and targeting capabilities. Advertisers will need to implement regular data refresh protocols to maintain effective campaign targeting and performance. Campaign performance could be impacted as list sizes decrease over time due to expiring memberships. Advertisers must adapt to these changes to ensure successful campaigns.
