Your Google search history will now impact the ads you see on YouTube

If you thought Google and YouTube couldn’t get closer together, you are wrong. Google has just announced that information on a user’s activity will now be fed to YouTube to allow for more relevant ads.

“As more viewership on YouTube shifts to mobile, we’re making it easier for advertisers to deliver more relevant, useful ads across screens. Now, information from activity associated with users’ Google accounts (such as demographic information and past searches) may be used to influence the ads those users see on YouTube,” said google.

In addition, Google is also creating new ways for advertisers to use their customer data to reach their highest-value customers on YouTube using Customer Match. Google ads however users will continue to have control over what ads they see on YouTube and across Google with the controls in My Account.

“As always, we maintain strict policies against sharing personally identifiable information with advertisers. 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,” it said.

This means, 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.

Google also added that it is now developing a new, cloud-based measurement solution over the next year that will be “at the cutting edge both in generating advertiser insights and in protecting privacy and security” across Google and YouTube.

With this new solution, advertisers are said to have access to more detailed insights from their YouTube campaigns across devices, so they can better understand the impact of their campaigns on their highest-value customers.

According to a blogpost on the news put up by Google, the search giant said current 50% of YouTube views are now on mobile.

"We’re focused on building scalable solutions that will work across screens. To do this, we're announcing changes today that allow advertisers and agencies to better measure their campaigns and reach their audience on YouTube across screens, while continuing to offer users control over their ads experience on YouTube," the blogpost read.