Facebook has been on the back foot recently with issues around its’ video analytics. As the issues rumble on for them, YouTube continues to add more functionality and keep its’ place as the leader in the online video industry.

“With more than 50% of YouTube views now coming from mobile, the platform has announced some new mobile-focused updates, helping brands tap in to this audience with new targeting options and improvements to insights and data.

Target by Google activity

Ads can now be even more focused and targeted by basing the selected targeting options on data and information associated with people’s Google account.

“So, for example, if you’re a retailer, you could reach potential customers that have been searching for winter coat deals on Google and engage with them with your own winter clothing brand campaign at just the right moment.”

Customer Match targeting is also being updated to help users focus their YouTube ads.

Improved measurement

There will also be a “new, cloud-based measurement solution”, providing more advanced and accurate insights, especially relating to cross-device measurement click here to find out more.

“While technologies like pixels and cookies still have a role in the broader ecosystem, most were built for a single screen – neither pixels nor anonymous cookies were designed for the ways in which users increasingly watch content on YouTube, like on the mobile app or in the living room. This can lead to inconsistent measurement and less relevant ads across screens, making it harder for people to control the ads they see or the data used to show them.”

As part of this, YouTube says it will reduce its reliance on cookies and pixels, and begin moving towards tracking signed-in user IDs and mobile identifiers.

User controls

YouTube will be adding a new way for users to maintain their ad preferences across devices.

“In the coming weeks, we’ll enable a user control that was built with cross-screen viewing in mind: if a user mutes an advertiser on Google Search, ads from that advertiser will also be muted when they watch on YouTube. For example, if you see a gym membership ad but have already signed up for a gym as part of your New Year’s resolution, you can mute that ad in Search, and you won’t see ads from that advertiser on YouTube.”

You can find all the specific details, here, on the Inside AdWords blog.”

About the Author

Steve Penny

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Apple-loving analyst, podcaster, and occasional blogger/writer covering mobile and consumer tech (amongst many other things).

Email: steve.penny@quru.fi or Phone: +358 45 176 8833