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Doubleclick announced today that advertisers will be able to define the reach of the similar audiences based on the first-party audiences. This new feature was introduced in DBM and allows advertisers to target “more similarity”, “balanced” or “more reach audiences”.
For the advertisers that use Facebook Ads Manager, this is a known feature for years that come now into DBM, after Google moved from cookie-based targeting to user id targeting.
Google gives an example how to use it: “To capture the increased holiday demand (like Black Friday or Cyber Monday), you can use the slider to choose to reach the most possible consumers who look like your frequent purchasers. Once the sales peak has passed, you can scale your similar audience campaigns back to focus on more similarity.”