Google is targeting major changes to how it's platforms create and activate data. The 'similar audiences' and/or 'similar segments' features will be removed from Google Ads as of May 2023 and a host of new 1st party data hungry approaches are being promoted to provide marketers with powerful campaign tools to drive addressability.
These changes are key features in Google's ongoing performance oriented adaption to a more privacy-centric eco-system of advertisers and consumers.
Google state, "We want to upgrade similar audiences to more powerful solutions, such as optimized targeting, audience expansion, and Smart Bidding, that will leverage your first-party data signals and optimize directly for your business goals. With upcoming changes, like third-party cookies getting phased out, we need to transition to more durable strategies to help grow your business".
Major change is occuring across the Google Ads stack, brands and their media agencies are looking to adapt quickly. AUDIENCES partners with the worlds largest agency groups and independent challengers to drive 1st party data activation across advertising.
AUDIENCES is positioned to enable advertisers to leverage Google's latest product innovations in a privacy-first and security-safe manner.
Clearly articulated here by Google, "With common online marketing approaches becoming more restricted, growing your business requires new, more durable strategies. The best way to stay ahead of these shifts is through automation, which helps you reach relevant audiences and measure results, in privacy-centric ways. That’s why we’ll upgrade similar audiences to more powerful, automated solutions, such as optimized targeting, audience expansion, and Smart Bidding, that will help you leverage your first-party data and optimize for your marketing objectives."
Contact AUDIENCES to discuss how to accelerate activation of your 1st party data across Google and other advertising platforms.