| Topics Targeting (Contextual) | Ads run on content matching chosen categories | Impressions/Reach, Brand lift/recall | Varies | YouTube, Google Display, Discover (limited) |
| Keyword Targeting (Contextual) | Ads show alongside content containing certain words | CPC, CTR, Engagement Metrics | Varies | YouTube, Google Display, Discover (limited) |
| Placements Targeting (Contextual) | Ads appear on hand-picked YT channels, videos, apps, or websites | VTR, Brand Suitability, Engagement | Varies | YouTube, Display |
| YouTube Select (Contextual) | Gives brands access to premium content across top-performing categories & audiences | Viewability Rate, VCR | Varies | YouTube, YT TV |
| Remarketing (Behavioral) | Targets users who previously interacted with your brand | Conversion Rate, ROAS/CPA | Varies | YouTube, Display, Discover |
| Customer Match (Behavioral) | Matches 1st-party data with Google accounts for targeting | Repeat Purchase Rate, Upsell/Cross-Sell Revenue | Varies | YouTube, Display, Discover |
| Lookalike Audiences (Behavioral) | Expands reach to new users who behave similarly to your existing audiences | CTR, New Customer Acquisition | Varies | YouTube, Display, Discover |
| Cross-Device Targeting (Behavioral) | Uses Google identity to follow users across devices | Assisted Conversions, Incremental Lift in Total CVR | Varies | YouTube, Display, Discover, Search (indirectly) |
| Optimized (AI) Targeting (Behavioral) | Google AI finds new converters automatically, beyond manual selections | CPA/ROAS, Conversions | Varies | YouTube, Display, Discover, Search (via Pmax) |
| Demographics Targeting (Behavioral) | Target by information like age, geo-location, gender, or income | Impressions/Reach, CTR, Awareness Lift | Varies | YouTube, Display, Discover, Search |
| Affinity Audiences (Behavioral) | Prebuilt segments based on users’ long-term interests and lifestyle | CPM/Reach Efficiency, VTR, Brand Lift | Varies | YouTube, Display, Discover |
| In-Market Audiences (Behavioral) | Target users actively researching specific purchase categories | CTR, Conversion Rate, ROAS/CPA | Varies | YouTube, Display, Discover, Search |
| Life Events Targeting (Behavioral) | Target users experiencing major milestones (e.g., moving, marriage, graduation) | CTR, VTR | Varies | YouTube, Display, Discover |
| Custom Segments (Behavioral) | Build custom audiences by defining keywords, URLs, or apps | CTR, Conversion Rate, New Customer Acquisition | Varies | YouTube, Display, Discover, Search |
