Advertisers Can Now Target YouTube Ads Based on People’s Google Search Histories

Advertising Age
Garett Sloane

Google is going to let advertisers target YouTube ads based on people’s search histories, giving brands a whole new perspective into the consumer mindset.
On Friday, Google announced updates to its YouTube offering for advertisers, including a promise of new measurement tools to help marketers understand their campaigns. But it was the introduction of search data into the targeting of YouTube video spots that most intrigued advertisers.

Brands could start to consider pushing video ads to YouTube viewers who recently searched for a retail product, travel destination or movie show time.

“There has been targeting on YouTube based on what videos people watch there,” said one top advertising exec, speaking on condition of anonymity because of a close relationship with Google. “Now, for anyone logged in, their search history can be applied to targeting on YouTube. There’s some interesting possibilities there, and it greatly expands the audience advertisers could reach.”

Google’s search data is considered among the most powerful information for guiding advertising, but Google has kept it under tight wraps, careful when applying it toward ads outside the search experience.

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