Google to sunset Similar Audiences in DV360 and Google Ads
Google this year announced it will remove similar audiences from Google Ads and DV360, starting in May 1, 2023.
According to Google, active campaigns targeting similar audiences will still work until August 1, 2023. But after August 1, similar segments will be removed from all ad groups and campaigns.
Google clarifies that advertisers will continue to have access to historical reporting for similar segments from past campaigns.
Instead of similar audiences, Google is recommending advertisers to use optimized targeting. Optimized targeting is available for Display, Discovery and Video Action campaigns. For For YouTube Awareness and Reach Video or Consideration Video, the option for audience expansion will be available.
Google says optimized targeting respects the brand safety settings, but the main difference between similar audiences and optimized targeting is that all other targeting on top, like contextual, will not be respected anymore when optimized targeting is enabled.
Google says the replacement of similar audiences by optimized targeting is because of the privacy restrictions in common online marketing approaches.
First phase of changes (May 1, 2023)
Advertisers cannot add similar segments to any existing campaign or ad group.
Advertisers cannot create conversion value rules based on similar segments.
Similar segments will not be created automatically.
Final phase of changes (August 1, 2023):
Advertisers cannot use similar segments for targeting and reporting.
Similar segments will be removed from all ad groups and campaigns.
Similar segments will not appear in Google Ads, including in Audience Manager.
Similar segments will not be included in Google Ads insights or reporting.
Conversion value rules using similar segments will not work, and conversion value will not be adjusted based on similar segments.
. Written by Luís Daniel Rijo. Follow PPC Land on LinkedIn.
Read more
Major Ad Tech player maintains course despite third-party deprecation cookie delay
Criteo, has emphasized its commitment to its existing strategy for navigating the changing privacy landscape.
Third-Party Cookie Deprecation in Chrome: timeline pushed back to early 2025
The deprecation will now likely occur in early 2025.
Spotify Posts Q1 2024 Results: Strong growth, focus on monetization
Spotify today released its earnings for the first quarter of 2024, showcasing strong growth and a continued focus on strategic monetization efforts.
Pinterest's 2024 Travel Report: key trends for marketers to watch
The report highlights a shift toward wellness-focused travel, adventure experiences, and a desire for connection - whether solo or with close friends.
Amazon drone delivery expands in the US
Amazon today announced that its Prime Air drone delivery program will soon launch in the West Valley region of Phoenix, Arizona.
Meta Horizon OS
Meta today announced a significant shift in its mixed reality (MR) strategy, opening up its Meta Horizon OS to third-party hardware makers and streamlining the development of MR applications.
Google AdSense new webinar: Payments Q&A
The webinar, scheduled for April 19th, 2024, will delve into frequently asked questions, address common concerns, and provide expert guidance on optimizing revenue streams.
NPR's News Now remains the most downloaded and most listened-to podcast
While familiar names like NPR, NBCUniversal News Group, and Wondery continue to dominate, the report reveals shifts in audience preferences and the growing influence of major subscription-based platforms.
Tires go omnichannel: Walmart integrates marketplace with auto care centers
Walmart this week announced the expansion of its automotive offerings, allowing shoppers to purchase specialty tires online from third-party Marketplace sellers and have them installed at local Walmart Auto Care Centers.
Bilingual advertising on TikTok
As the U.S. Hispanic population continues its rapid growth and cements its status as the largest ethnic minority group, marketers are increasingly looking for strategies to connect with this influential demographic.
TikTok updates Promote Tool: enhanced features and desktop integration
TikTok this month announced updates to its Promote advertising tool, offering marketers increased capabilities and a smoother workflow.
Google offers a blueprint for brand success with YouTube Shorts Ads
Google this week launched a comprehensive new guide tailored to YouTube Shorts. The move highlights the burgeoning popularity of YouTube's answer to TikTok, which boasts 2 billion monthly logged-in users and 70 billion daily views.