Google has now announced a change of policy which means customer match lists will no longer expire after a maximum of 180 days, as they used to. Now any contacts set to expire at the maximum 180 days will automatically be switched over onto the no expiration setting. But you’ll have to switch over contacts you want to keep indefinitely if they originally had been set to expire after less than 180 days.
This will let advertisers retarget customers seasonally, serve campaigns for reorders beyond 180 days and run other targeting strategies over a longer timescale than previously possible.
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