{"id":12928,"date":"2022-11-15T00:00:00","date_gmt":"2022-11-15T00:00:00","guid":{"rendered":"https:\/\/e-dialog.group\/blog\/google-will-stop-using-similar-audiences-in-may-2023\/"},"modified":"2026-02-26T13:38:18","modified_gmt":"2026-02-26T13:38:18","slug":"google-will-stop-using-similar-audiences-in-may-2023","status":"publish","type":"post","link":"https:\/\/e-dialog.group\/en\/blog\/google-will-stop-using-similar-audiences-in-may-2023\/","title":{"rendered":"Google Will Stop Using Similar Audiences In May 2023"},"content":{"rendered":"<p>This article summarizes Google&rsquo;s changes to Similar Audiences and provides an overview of new solutions and the impact of this change.<\/p>\n<h2>What changes with Similar Audiences?<\/h2>\n<ul>\n<li>From May 2023, Similar Audience Segments (SAS) will no longer be able to be generated for targeting and reporting purposes &ndash; this applies to Google Ads and DV360. <\/li>\n<li>Active campaigns with SAS will be live until August 1, 2023, after which the segments will be removed everywhere. <\/li>\n<li>Access to historical reports with SAS will still be possible. <\/li>\n<li>Until May In 2023, Similar Audiences can continue to be used and the new solutions can be tested at the same time.<\/li>\n<\/ul>\n<p>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"800\" height=\"618\" src=\"https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/08\/timeline-google-similar-audiences.gif\" alt=\"Timeline Google Similar Audiences\" loading=\"lazy\">\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/p>\n<p>Timeline: Google will stop using Similar Audiences in 2023. (Source: Google)<\/p>\n<h2>What are the new solutions for targeting?<\/h2>\n<ul>\n<li>Optimized Targeting (for Discovery, Display and Video Action campaigns via Google Ads and Display &amp; Video 360) <\/li>\n<li>Audience Expansion (for Video Reach or Consideration campaigns &ndash; already available in Google Ads and from 1 HY 2023 also in DV360) <\/li>\n<li>Smart Bidding (Search &amp; Shopping Campaigns in Google Ads) <\/li>\n<\/ul>\n<h3>What is &ldquo;Optimized Targeting&rdquo;?<\/h3>\n<ul>\n<li>= helps to find new and relevant users beyond the manually selected targeting.<\/li>\n<li>Already available for YouTube Video Action campaigns for audience list targeting; soon available for display\/video\/audio.<\/li>\n<li>Optimized targeting is used for:\n<ul>\n<li>Expanding audience segments (&ndash;&gt; <strong>Expansion<\/strong>)<\/li>\n<li>Discovering new audiences with higher conversion probability (&ndash;&gt; <strong>Discovering<\/strong>)<\/li>\n<\/ul>\n<\/li>\n<li>Can only be used with &ldquo;automated bidding&rdquo; (not fixed bidding). <\/li>\n<li>No additional brand safety measures need to be taken.<\/li>\n<li>&ldquo;Optimized Targeting&rdquo; is stored <strong>automatically<\/strong> when a new LI is created that has targeted audiences (first party &amp; Google audiences) and has set the automated bidding algorithm.<\/li>\n<li>An offline report shows how many impressions were generated by optimized targeting.<\/li>\n<\/ul>\n<h3>What is audience expansion?<\/h3>\n<ul>\n<li>Audience Expansion offers a simple and goal-oriented expansion to reach relevant users. In this way, more potential customers can be reached and thus contribute to achieving the goals.&nbsp;<\/li>\n<li>So <a href=\"https:\/\/support.google.com\/google-ads\/answer\/9496986\">audience expansion<\/a> generates additional conversions by expanding targeting to audience segments that are similar to the manually selected audience segments. <\/li>\n<\/ul>\n<h2>What do we have to consider?<\/h2>\n<ul>\n<li>All YouTube Video Action campaigns with SAS should be switched to &ldquo;<a href=\"https:\/\/support.google.com\/displayvideo\/answer\/12060859\">optimized targeting<\/a>&rdquo;. <\/li>\n<li>For all other YouTube Line items, Audience Expansion (available from 2023) should be set up. <\/li>\n<\/ul>\n<h2>What does this update do?<\/h2>\n<ul>\n<li>More powerful solutions (optimized targeting, audience expansion, smart bidding) <\/li>\n<li>Long-lasting strategy in the post-cookie environment <\/li>\n<\/ul>\n<h2>Conclusion<\/h2>\n<p>Automating targeting promises to continue reaching relevant audiences, measuring results and unlocking growth opportunities based on campaigns. Google provides different solutions for different campaign types that can leverage self-collected data, reach the right audience, and improve campaign performance. We recommend adjusting the campaign strategy in good time.<\/p>\n<h3>Our experts will of course be happy to answer any questions you may have about targeting and setting up successful data-driven campaigns: <a href=\"mailto:kontakt@e-dialog.group\">kontakt@e-dialog.group<\/a><\/h3>\n","protected":false},"excerpt":{"rendered":"<p>Common and well-known online marketing approaches are currently evolving, primarily due to the need to develop new alternatives to protect privacy. This requires new and permanent solutions that will also exist in a world without 3rd party cookies. For this reason, Google will discontinue the previously known Similar Audiences from May 2023 and will rely on automated solutions that comply with privacy developments.<\/p>\n","protected":false},"author":1,"featured_media":4804,"comment_status":"closed","ping_status":"open","sticky":false,"template":"post-old.php","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5,446],"channel":[452],"goal":[460],"technology":[],"c-year":[48],"class_list":["post-12928","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-analytics","category-campaigns","channel-display","goal-brand-awareness","c-year-48"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.5 (Yoast SEO v27.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Google Will Stop Using Similar Audiences In May 2023 - e-dialog<\/title>\n<meta name=\"description\" content=\"Common and well-known online marketing approaches are currently evolving, primarily due to the need to develop new alternatives to protect privacy. This requires new and permanent solutions that will also exist in a world without 3rd party cookies. For this reason, Google will discontinue the previously known Similar Audiences from May 2023 and will rely on automated solutions that comply with privacy developments.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/e-dialog.group\/en\/blog\/google-will-stop-using-similar-audiences-in-may-2023\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Google Will Stop Using Similar Audiences In May 2023\" \/>\n<meta property=\"og:description\" content=\"Common and well-known online marketing approaches are currently evolving, primarily due to the need to develop new alternatives to protect privacy. This requires new and permanent solutions that will also exist in a world without 3rd party cookies. 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