Google unveils ‘Partner Match’ for YouTube targeting
Google is preparing to launch Partner Match, a new targeting option that lets advertisers use third-party partner data to build custom audiences for YouTube campaigns, according to newly published help documentation.
How it works. Partner Match lets approved third-party partners upload hashed user data (e.g., email, name, ZIP code), which Google matches 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)
What it won’t do. Support ad sequences or YouTube Select guaranteed deals.
Where it’s available. Google will roll out Partner Match globally except in the UK, Switzerland, and the EEA. Advertisers in those restricted markets can still use the tool to reach users in eligible regions.
What advertisers must do. To activate Partner Match, advertisers need to:
- Authorize the data partner
- Accept the Partner Match terms
- Apply the generated audience lists during campaign setup
Why we care. Partner Match gives YouTube advertisers a sharper targeting tool as audience signals weaken and teams need more reliable intent data. It delivers more precise reach and stronger alignment between partners’ first-party signals and YouTube delivery, improving performance across key campaign types. With broad global availability, it could become one of YouTube’s most scalable new targeting tools in years.
The Google help doc. About Partner Match
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