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Q3 2015 was another big quarter for all things Google. After several months of trading in the mid $500s, the Google stock jumped by over 100 points in late July, with July 17th marking the biggest single-day increase in market capitalization in history. On August 10, Google announced Alphabet Inc., the new conglomerate under which all Google properties will now lie.
Google announced this week that they will be discontinuing interest category marketing (ICM) targeting from the Google Display Network (GDN) and YouTube in favor of affinity, custom affinity, and in-market audiences. Starting January 15th, 2015 the “Other interests” (ICM) targeting option will no longer be an available option for new and existing audience campaigns.