Digital consultants are excited by Google’s new email targeting but say they haven’t shifted resources away from other platforms to exploit it.

While the tool might help with fundraising, Eli Kaplan, a co-founder of Rising Tide Interactive and DSPolitical, said its limitations mean that campaigns are unlikely to divert money away from Facebook.

“Right now I don’t think anyone has a platform that’s as powerful as Facebook when it comes to using first-party data for fundraising and list building,” he said. “The thing about Google’s tool that is limiting from a fundraising perspective is that they’re only allowing it to be used on owned and operated properties.”

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