In a bid to improve the targeting capabilities offered on the Google Display Network (GDN), Google has struck a deal with data management and targeting platform Bizo.

Google is now testing new targeting capabilities in beta through their partnership with Bizo. The latter has access to a database of more than 120 million business professionals throughout the world that can leveraged across different platforms such as, email, display and social.

Bizo audience targeting capabilities coupled with GDN can make sure that your ads are placed in front of the right audience. A wide choice of audience segments are available to pick from:

• Technology
• Beauty
• Fashion
• Music and so on

You can choose Bizo audience segment targeting within Google AdWords for both display and video campaign targeting. You can also optimize and measure campaigns in real-time since all the performance data is stored in Google AdWords.

However, the cost of CPMs and CPCs for advertising with this kind of audience targeting on the GDN is likely to be high owing to the cost of Bizo and other third-party providers.

This partnership will add more power in the targeting arsenal of online marketers. With personalized marketing increasing the emphasis on precision audience targeting, such empowered targeting capabilities will help marketers target the right people improving the chances of conversion and ROI. Better conversion and ROI can help in more efficient campaign planning and budgeting ensuring judicious use of your digital marketing budget.

Do you think such partnerships will help Google become stronger in the online audience targeting space?