You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. Advertising Age Article Abstract The Next Shift at Google Could Have Big Impact On Advertisers With 'Near Match,' Google Is Changing the Game Again, Meaning Costs Will Rise for Brands By Chris Copeland, Published on April 11, 2012 3 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Become a Member Already a member? Log in.