Lookalike Targeting
Also: Lookalike AudiencesSimilar Audiences
Targeting new prospects who resemble your best existing customers, based on shared characteristics or behaviour.
Why it matters
Lookalike targeting scales success by finding more of what already works: you give a platform or model your best customers, and it finds others like them. It can extend reach efficiently when your seed data genuinely reflects high-value accounts. It is common in paid media and increasingly in account selection.
What good looks like
Lookalikes are only as good as the seed list behind them. A seed of your highest-value, best-fit customers produces useful lookalikes, a seed of all customers, including the bad-fit ones, produces noise. Quality of input governs quality of output.
In the European market
Lookalike and similar-audience features face real constraints under European privacy law and consent rules, and the data that powers them is increasingly restricted. Confirm the legal basis for any audience built on customer or behavioural data, and expect platform-based lookalikes to be less precise in the EU than vendors imply. Often a manually built ICP-driven list is both more compliant and more accurate.
Related terms
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