Dive Brief:

• A report from the Wall Street Journal revealed Tuesday that Google has been in talks with advertisers about providing targeting options for search based on first-party data. 
• The changes would allow advertisers to target based on email and other CRM data within search results, and could be one of the most lucrative programs Google has ever launched. 
• The search giant has been hesitant of rolling out the new new data sources because of privacy concerns, but is now facing stiffer competition from programs like Facebook Custom Audiences and Twitter Tailored Audiences that already offer first-party data ad targeting. 

Dive Insight: 

Google has valid concerns about privacy issues regarding first-party information, but the company is already sitting on a gold mine of data. Advertisers are becoming accustomed to first-party ad targeting through dealing with other online entities, and Google could be left behind if it doesn't adapt.