testTag: lookalike audiences

Introducing Custom Search Lookalikes

Posted on June 7, 2023 by Dstillery - Audiences, Cookieless

Dstillery is excited to announce the debut of our newest product, Custom Search Lookalikes. Custom Search Lookalikes were born from the observation that our access to unique search and retail signals and 2M+ opt-in panel data could be combined to create a targeting solution that answers the question, “When people search for a specific phrase, where else do they visit frequently on the internet?” – making it easy for brands to identify and target that hard-to-reach consideration audience.

How Did We Build Custom Search Lookalikes?

Powered by Dstillery’s patented ID-free® technology, Custom Search Lookalikes helps advertisers reach the people searching for their brands’ keywords on the inventory most likely to drive their campaign goal. Instead of relying on searches from limited publisher sources, this solution has privacy-safe visibility into consumers’ browsing patterns, including website visits and keyword searches on top search engines and retailer platforms. ID-free® learns these patterns and extends its understanding to all impressions on the internet, scoring and ranking every ad impression on its likelihood of targeting a person searching for a brand’s keywords. The model is available to activate as a PMP or custom bidding algorithm.

Get Started With Custom Search Lookalike Solutions

If you are interested in utilizing Dstillery’s Custom Search Lookalike solutions, one of our sales team members will work with you to understand your brand’s best keywords based on what your customers are most likely to search for. From there, we’ll build our model and learn the browsing patterns of those searching those brand keywords and build your custom model. After that, activation is as simple as activating a PMP; we’ll send the Deal ID directly to your seat in your DSP. We’re excited to make this product available to everyone. This product allows us to offer something truly custom without brands having to share their first-party data that is available the moment you need it. Contact us today to get started.

Google Similar Audiences Going Away: What it Means and the Best Alternative

Posted on April 5, 2023 by Tara Picaro - Audiences, Cookieless

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.

Google Sunsetting Similar Audiences, Now What?

Posted on March 8, 2023 by Dstillery - Audiences, Cookieless

Dstillery’s Custom AI to Lead Replacement Solutions

With Google sunsetting its lookalike solution, Similar Audiences, in DV360 in May 2023, it’s time for media buyers to look for an alternative that can provide similar or better performance. With Dstillery’s Custom AI audiences, media buyers can seamlessly activate first-party data to build lookalike models in DV360 and be fully prepared for this transition.

What are lookalike audiences?

Lookalike audiences are groups of people who share similar characteristics and behaviors to a brand’s existing customers or audience. Once a lookalike audience is created, it can be used for targeted advertising campaigns on various activation platforms, including Google’s Display & Video 360 (DV360). The idea behind using lookalike audiences is to expand the reach of a campaign to a larger pool of potential customers who are more likely to be interested in the company’s products or services.

Why Use Dstillery’s Custom AI Audiences?

Dstillery’s Custom AI audiences is a lookalike alternative to Similar Audiences in DV360. While the desired goal of expanding reach to find potential customers is the same, the methodology is very different. Traditional lookalike solutions look at overlap against the original seed data to find and target additional audience segments with the highest overlap.Taking a much more precise approach, Dstillery’s Custom AI audiences score and rank every single unique device on its similarity to the brand’s existing customers daily to ensure the best prospects are part of the lookalike audience. By continuously updating the audience on new data every 24 hours, Custom AI audiences are always up-to-date, relevant, and ready to drive optimal performance goals.

How to get started with Dstillery’s Custom AI audiences?

Media buyers who want to start using Dstillery’s Custom AI audiences in DV360 can follow these simple steps:

Reach out to your Dstillery sales representative. Don’t have one? Email us at contact@dstillery.com
Define and send the first-party data you want to use to build lookalike models
Dstillery will generate the Custom AI audience and syndicate it to your seat in DV360
Begin targeting the audience in DV360

With Google sunsetting Similar Audiences in DV360, media buyers must find an alternative that can provide similar or better results. Dstillery’s Custom AI audiences offer a flexible and powerful alternative to help media buyers reach their target audience more effectively, improve campaign performance, and be fully prepared for this transition. Contact us today to get started.