At Ad Week, which kicked off in New York today, the internet search giant launched Customer Match, which allows brands to upload a list of email addresses that can be matched to signed-in users on Google "in a secure and privacy-safe way".
Through the new feature, advertisers can create campaigns to reach their specified audience.
Customer Match will also have a Similar Audiences feature which will help brands reach new customers on YouTube and Gmail who are likely to be interested in the products or services being advertised.
In a blog post, Sridhar Ramaswamy, the senior vice president for ads and commerce at Google, wrote: "With Customer Match, your brand is right there, with the right message, at the moment your customer is most receptive.
"Only Google can help you do this to delight your most loyal customers in the moments that truly matter."
Google is also helping brands push out new apps with Universal App Campaigns through AdWords which will connect users across Google Search, Google Play, YouTube, and the Google Display Network.
Ramaswamy said: "All you need to do is give us your desired cost-per-install and we do the rest.
"Universal App Campaigns are the one-stop-shop campaign type that scales your reach and maximizes Android app installs across Google’s entire suite of ad platforms.
"We’ve automated campaign set-up by pulling in your app images, videos, and app description directly from your Google Play store listing to generate ad formats that look amazing wherever they’re placed."