Google Removes Similar Audiences Feature

Google will remove similar audiences from all ad groups and campaigns on August 1. Marketers can opt into optimized targeting and audience expansion or manually turn off campaigns. While the new automation features aim to improve reach and ROI, losing similar audience data generated from first-party data may concern users. Google encourages an audience strategy anchored in automation to market at the speed of consumers and meet privacy expectations. The transition is part of Google's efforts to phase out third-party cookies and develop more durable strategies for business growth.