Lookalike Audience
01 Definition
Lookalike Audience meaning: An ad audience a platform builds to resemble an existing customer or source list.
A lookalike audience is a targeting group a platform builds by finding users who share traits with a seed list, such as customers or site visitors. The advertiser sets the source and size, and the platform models similar people. Meta calls it a Lookalike, and other platforms use similar concepts.
Also called
Why it matters
How Lookalike Audience fits the work
Lookalikes help advertisers reach new prospects who resemble proven buyers, extending reach beyond a limited retargeting pool.
In context
A brand uploads its top 5 percent of spenders as a seed, and the platform builds a 1 percent lookalike audience of similar users.
Practical note
Quality depends on the seed list. A small or low-value source produces weaker matches, and privacy changes have reduced the signals used to build them.