TrueView campaigns

YouTube audiences

There are two types of audiences that you can use for ads on YouTube:

  • YouTube users lists: Create remarketing lists of viewers based on their past interactions with your videos, TrueView ads, or YouTube channel.
  • Customer Match lists: Upload a data file of customers that are important to your business to use with Customer Match.

After you set up these lists, you can use them in your targeting settings for new or existing TrueView line items. Learn more about targeting in TrueView line items.

Third-party audience targeting and TrueView line items

TrueView line items only support first-party audiences that meet the Personalized advertising policy. Third-party audiences are not supported.

YouTube users lists

You can show personalized ads to millions of viewers across YouTube based on their past interactions with your videos or YouTube channel. Once you've linked a YouTube channel to your advertiser in Display & Video 360, you can create YouTube users lists for remarketing purposes.

You can generate YouTube users lists that include viewers who have done one of the following actions:

  • Viewing any video from a channel
  • Visited a channel page
  • Viewed any video (as an ad) from a channel
  • Liked any video from a channel
  • Commented on any video from a channel
  • Shared any video from a channel
  • Subscribed to a channel
  • Added any video from a channel to a playlist
  • Viewed certain videos
  • Viewed certain videos (as ads)

You cannot build YouTube users lists off of views to bumper ads

Create a YouTube user audience list

  1. If you haven't already, link your YouTube channel to your Display & Video 360 advertiser.
  2. From your Display & Video 360 advertiser, click Audience Lists on the left menu.
  3. Select New Audience > YouTube users.
  4. Choose a list type and a channel.
  5. Fill out the rest of the form.
  6. Click Create list.

You’ll see your created list in the My Audiences tab. Once your YouTube users list has gained interactions from at least 100 viewers, you can use it for targeting.

Customer Match audience lists

Customer Match lets you show ads to your customers based on data about those customers that you share with Google. With Customer Match targeting, you can also reach new users on YouTube by targeting similar audiences to your most valuable customers.

Upload a Customer Match data file

  1. From your Display & Video 360 advertiser, click Audience Lists on the left menu.
  2. Select New Audience > Customer match.
  3. Enter a Name for your list and an optional description.
  4. Select a Data type from the dropdown.
  5. Upload a file by dropping a file or by clicking Browse.

     

    Basic formatting guidelines

    Your data must be in a CSV file. Use a template or create your own file using a combination of the following header names in English: "Email", "Phone", "First Name", "Last Name", "Country", and "Zip".
    If you're uploading user IDs, it must be a separate file with "User ID" as the only header.
    To keep your data secure, you can hash your customer data yourself using the SHA256 algorithm.
    Minimum number of entries/rows: 1,000 30-day active users.

    Column formatting guidelines

    Email address matching: Use “Email” as the column header name in your data file.
    Phone matching: Use “Phone” as the column header name in your data file.
    Mailing address matching: For mail address matching, your data file must contain these 4 column headers: “First Name,” “Last Name,” “Country,” and “Zip.” If any of the required column header names are missing, your upload will likely result in an error.
    Combined email address, mailing address, and phone matching: Your file must contain these 6 column headers: “Email,” “Phone,” “First Name,” “Last Name,” “Country,” and “Zip." If you have multiple email addresses, mailing addresses, or phone numbers for a single customer, your file may include multiple “Email,” “Zip,” or “Phone” columns.
    User ID matching: Use "User ID" as the only column header in your data file.

    Formatting guidelines for uploading unhashed data

    If you upload a list of contact information in plain text, Display & Video 360 will hash them using the industry-standard SHA256 algorithm. Hashing takes into account capitalization and spaces, so you'll need to make all characters in each entry lowercase and remove any extra spaces before or after each entry.
    Email
    • Include a domain name for all email addresses (for example, gmail.com or hotmail.co.jp)
    • Remove any spaces in between the email address

    For example:

    • example@email.com
    • test@gmail.com
    Phone
    • Include the country code

    For example:

    • 1 (234) 567-8910
    • 81-12-3456-7891
    • 02 1234 5678 
    First name
    • Don’t include prefixes (ex: Mrs.)
    • Accents are allowed

    For example:

    • john zoë
    Last
    name
    • Don’t include suffixes (ex: Jr.)
    • Accents are allowed

    For example:

    • smith
    • smith-jones
    • pérez
    Country
    • Use ISO two-letter country codes
    • Include the country code even if all of your customer data is from the same country

    For example:

    • US for United States
    • SG for Singapore
    Zip
    • Both US and international zip and postal codes are allowed
      • For United States:
      • 5 digit codes are allowed
      • 5 digits followed by 4 digit extension are also allowed and may improve your match rate
    • For all other countries:
      • Leave out postal code extensions

    For example:

    • 94303
    • 94303-5300
    • WC2H 8LG 
    User ID
    • Use a single column labeled "User ID"

    Formatting guidelines for uploading hashed data

    If you prefer to upload hashed entries, you must use the SHA256 algorithm. Learn more
    Email
    • Include a domain name for all email addresses (for example, gmail.com or hotmail.co.jp)
    • Lowercase all characters
    • Remove any extra spaces before, after, or in between the email address

    For example:

    • example@email.com
    • test@gmail.com
    Phone
    • Format phone numbers using the E.164 format
    • Include the country code

    For example:

    • 1 (234) 567-8910
    • 81-12-3456-7891
    • 02 1234 5678 
    First name
    • Don’t include prefixes (ex: Mrs.)
    • Accents are allowed
    • Lowercase all characters
    • Remove any extra spaces before, after, and in between

    For example:

    • john
    • zoë
    Last
    name
    • Don’t include suffixes (ex: Jr.)
    • Accents are allowed
    • Lowercase all characters
    • Remove any extra spaces before, after, and in between

    For example:

    • smith
    • smith-jones
    • pérez
    Country

    Don’t hash country data

    • Use ISO two-letter country codes
    • Include the country code even if all of your customer data is from the same country

    For example:

    • US for United States
    • SG for Singapore
    Zip

    Don’t hash Zip data

    • Both US and international zip and postal codes are allowed
    • For United States: 
      • 5 digit codes are allowed
      • 5 digits followed by 4 digit extension are also allowed and may improve your match rate
    • For all other countries: 
      • Leave out postal code extensions

    For example:

    • 94303
    • 94303-5300
    • WC2H 8LG 
    User ID Don’t hash User ID data

     

  6. (Optional) Choose an Expiration date for the contact information in the list. The default membership duration is unlimited.
  7. Review that your upload complies with the Platform program policies and Customer Match policies.
  8. Click Save. Your list will start processing after it’s uploaded. This may take up to 3 hours to complete. 
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