YouTube made several announcements Friday, all of which are intended to support advertisers and YouTube’s advertising capabilities in a mobile-first, multi-device world.
Improvements to Audience Targeting
The most immediate update to impact advertisers is that Google is now allowing information from users’ activity that’s associated with their Google account (e.g. previous search behaviour, demographic information, etc.) to influence the ads users see on YouTube. So, per the example given by YouTube, retailers could now reach potential customers that have been searching for winter clothing on Google, and engage with them through their winter clothing brand campaigns on YouTube.