Google recently announced the sunsetting of its Similar Audiences feature in May 2023. While this may come as a blow to advertisers relying on this feature to connect with relevant audiences, this move is necessary to keep up with changes in consumer behavior as the privacy environment rapidly evolves. In this article, we’ll explore why Google Similar Audiences are going away and the best alternative for advertisers.

What are Google Similar Audiences?

Similar Audiences are Google’s version of lookalike audiences, which work by finding individuals who exhibit similar online behavior to those in your remarketing lists, such as website visitors, customer lists, and video viewers. The feature can be used across all campaign types, including search, display, and video campaigns.
Google Similar Audiences analyzes users’ behavior patterns in a remarketing list and creates new segments of users who exhibit similar behavior. By targeting these new segments, advertisers can expand their reach and connect with new audiences more likely to be interested in their products or services.

Why are Google Similar Audiences going away?

Google is sunsetting Similar Audiences to help advertisers keep up with changes in consumer behavior and online marketing strategies as the privacy environment rapidly evolves. With privacy concerns becoming increasingly prevalent, Google recognizes that ad practices are becoming more restricted and regulated. As a result, the company is transitioning to more powerful, tested, privacy-centric automated solutions that will help advertisers connect with relevant audiences.

What is the Best Alternative to Google Similar Audiences?

There are various alternatives marketers can leverage once Similar Audiences are no longer available. Creating different types of custom audiences is the best way to use data from multiple sources, such as:

  • Website Visitors: users who have visited your website or specific pages on your website
  • Customer Lists: users who have purchased from your business or provided their contact information
  • App Users: users who have downloaded and used your mobile app
  • Offline Data: users who have interacted with your business offline, such as in-store visitors
  • Dstillery’s Custom AI Audiences: Dstillery’s Custom AI audiences are a lookalike alternative to Similar Audiences in DV360

Dstillery’s Custom AI Audiences

Dstillery’s Custom AI audiences are the perfect lookalike alternative to Google Similar Audiences. While the desired goal of expanding reach to find potential customers is the same, the methodology is quite different. We take a much more precise approach. Our Custom AI audiences score every unique device on its similarity to the brand’s existing customers to ensure the best prospects are part of the lookalike audience. By updating the audience with new data every 24 hours, Dstillery’s Custom AI audiences are always up-to-date, relevant, and ready to drive optimal performance goals.

While the sunset of Google Similar Audiences may come as a surprise, keeping up with the ever-changing AdTech industry is necessary. The sunset also presents an opportunity for advertisers to explore new tools and strategies to help reach their target audience and achieve their business goals.By staying up-to-date with the latest trends and best practices in online advertising, advertisers can continue to connect with customers and build successful campaigns.

To learn more about Dstillery’s custom audiences, contact us.