Marketers will soon be able to target YouTube users based on search history

Google said it’s offering the feature to make it ‘easier for advertisers to deliver more relevant, useful ads across screens,’ especially as consumers’ mobile usage increases.

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YouTube’s parent company, Google, is now enabling marketers to target their ads on the video platform based on your search history.

For instance, let’s say you recently searched Google for a new vacuum cleaner. A company such as Dyson could theoretically target its ad to play during the next video you watch on YouTube.

It’s brilliant and a little scary, right? You had to know this was coming.

“There has been targeting on YouTube based on what videos people watch there,” an unnamed ad executive told Advertising Age. “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, which has been very careful in how it treats and uses search information, detailed the recent changes in a blog post:

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