YouTube Is Phasing Out Brand Awareness Targeting Tool

Marketers will only be able to use Maximize Lift through tomorrow

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YouTube will sunset the once-popular targeting tool called Maximize Lift bidding.

The tool helps marketers target users who are not already aware of their brand. The tool uses survey research and machine learning to serve ads to sought-after users.

Ads that use the tool will be supported until tomorrow, March 31. Sources informed Adweek about the shuttering of Maximize Lift on Monday. Google confirmed the news last night.

“The main focus of the product is to go after people who will drive brand lift,” said an advertising executive who requested anonymity.

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