Google has recently sent out an email to their Google Analytics users stating that the Remarketing with Google Analytics will soon be enhanced to take advantage of new cross-device functionality available in AdWords and DoubleClick.
Here is the Google update on Remarketing with Google Analytics 2017
“Important update to Remarketing with Google Analytics”
Starting May 15, 2017, Remarketing Audiences created in Google Analytics will be enhanced to automatically take advantage of new cross-device remarketing functionality now available in AdWords and DoubleClick. This will allow you to reach your customers across devices when using Google Analytics Audiences.
Our research shows that six in ten Internet users start shopping on one device but continue or finish on a different one. With cross-device remarketing in AdWords and DoubleClick, if someone visits your website on one device, you can now reach them with more relevant ads when they search or browse on another device.
It means that the new cross-device remarketing functionality now will be available in Google AdWords and DoubleClick can use the remarketing audiences list created in Google Analytics to promote the products/services to customers who use different devices for shopping.