New interest segments are available in the Audiences tab in Ad Group settings under Outbrain. In addition to newly available interest segments, you can target Outbrain's proprietary demographic segments, which are available for all English-language targeted campaigns.

All ad groups using former interest targeting were running on previous targeting segments until January 1, 2024. Keep in mind you are no longer able to add any additional interest segments to these ad groups or clone the segments to new ad groups. If you use the default settings for interest targeting, any new campaigns and ad groups you create won't include interest targeting.

Why is this change taking place?

With common audience targeting approaches becoming more restricted, reaching relevant audiences requires more future-proof strategies. Our new interest segments are powered by Outbrain's code-on-page relationships with publishers, giving us first-party insight into user behavior and interest. Coupled with advanced contextual analysis of each page, we can now provide better personalization and build targeting solutions that allow you to reach relevant users even in the evolving world of privacy and cookies.

As a result, the new interest targeting is now updated with more first-party and contextual signals, providing you with access to more granular segments for enhanced precision in targeting.

We’re also expanding our offering to include Outbrain’s Predictive Demographics, providing you with fully future-proof demographic segments for your campaigns. Outbrain’s Predictive Demographics is an AI-driven targeting solution that enables brands to reach relevant demographic audiences without relying on privacy-infringing third-party cookies.

FAQ

1. What can I use as a replacement for Interest Targeting?

You can still target segments based on user interests. However, the new interest segments are much more granular and regularly updated with first-party user and contextual data, providing you with even more targeting capabilities than before.

To find new interest segments, navigate to the “Audiences” section in the ad group Targeting settings, select Outbrain, and browse the new segments. Remember that new segments are available at a $0.06 CPM that will be automatically included in your final bid and reported in the data cost column.

2. What happened to my historical data from ad groups using existing Interest targeting?

For ad groups using old Interest targeting, you still have access to the currently targeted segments. Keep in mind you are not able to add any new ones, but you can remove existing targeting.

Interest targeting was removed from accounts and campaigns using default settings and is not applied to newly created campaigns or ad groups.

3. Can I experience negative performance changes or revenue loss because of this change?

These updates should not result in revenue loss. As mentioned, campaigns with already existing interest targeting are not affected. The new Interest segments described above should provide equivalent or better performance to your campaign goals by offering more precise and granular targeting solutions.

4. What should I do to embrace this change?

If you’re already using interest segments, make sure to head over to the Audiences tab to familiarize yourself with new targeting options so you can apply them to your new campaigns. Most existing segments are also available in the new segmentation, with even more granularity and available breakdowns.

5. When will demographic segments be available in languages other than English?

We’re actively working on supporting demographic segments for additional languages. You can expect a gradual rollout of additional languages during 2024.