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