In theory, lookalike models are a no-brainer: you define a seed audience of existing high-value customers, then use that segment as a model to scale up your audience, reaching more people who are likely to convert.
That’s the theory.
In practice, achieving audience scale – without compromising on targeting – has been a challenge for marketers because their customer data is isolated from third-party data sets and technology platforms.
To multiply your reach in an intelligent, people-based and privacy-safe way, you need identity resolution.
