By Anu Adegbola
Publication Date: 2025-12-01 22:31:00
Google is gearing up to launch Partner Match, a new targeting option that allows advertisers to use third-party partner data to create custom audiences for YouTube campaigns, according to newly published help documentation.
How it works. Partner Match enables approved third-party partners to upload hashed user data—such as email, name, or ZIP code—which Google will match to signed-in YouTube accounts. Advertisers can then target these matched segments across:
- Video Reach campaigns
- Video Views campaigns
- Demand Gen campaigns (YouTube channel only)
It will not support ad sequences or YouTube Select guaranteed deals.
Where it’s available. Partner Match will roll out globally except in the UK, Switzerland, and the EEA. However, advertisers in those restricted markets can still use the tool to target users in eligible regions.
What advertisers must do. To activate Partner Match, advertisers need to:
- Authorize the data partner
- Accept…