Lookalike Audiences

A lookalike audience expands the reach of first-party audiences by identifying audience users that are similar to your customers. You can use the DSP audiences tool to build lookalike audiences based on custom data, Verizon Media data and third-party data. The DSP audiences tool uses lookalike modeling which leverages billions of Verizon Media data points to help you scale your reach to new and relevant users.

Lookalike modeling uses proprietary Verizon Media signals to model audiences, including desktop and mobile analytics from Verizon Media apps and properties, user registrations, and search and mail data.

Lookalike Data Sources

Lookalike modeling is powered by Verizon Media’s insights on over 1 billion users globally and 200 billion daily activities including email, search query data, registration data, cross-device matching and media consumption.

Build a Seed Audience

A seed audience is the audience on which a lookalike audience is based. Create a custom seed audience or third-party seed audience as follows:

Build a Custom Seed Audience

A custom seed audience can be any of the following:

  • Device IDs—An audience built from a list of Apple ad IDs (IDFAs) or Google ad IDs (GPADVIDs). See the help page on Device ID Audiences audiences.
  • Retargeting Rule—People who have visited or taken specific action on your website. Build an audience from a retargeting DOT rule you create on the Pixels page. See Pixels Overview and /howto/retargetingdot.
  • Conversion Rule—People who completed a conversion action on your website. Build an audience from a conversion rule you create on the Pixels page. See Pixels Overview and /howto/conversiondot.
  • Email Addresses-Anonymized email addresses that you upload and that DSP matches to Verizon Media user profiles. See the help page on Email Address Audiences audiences.

Build a Yahoo Seed Audience

A Yahoo seed audience is an audience comprised of Verizon Media-owned data. You can build a lookalike audience off of the following types of Yahoo seed audiences:

  • Purchase Receipt Audience. A purchase receipt audience is a Yahoo seed audience comprised of Verizon Media users who have received purchase confirmation emails in their inboxes for individual products, airline bookings, hotel reservations and more. See the help page for Purchase Receipt Audiences audiences.
  • Point of Interest Location Audience. Point of Interest (POI) Location audiences enable advertisers to target customers who have (or have not) been near one or more specified points of interest, a given number of times, within a specified period. See the help page for Point of Interest Location Audiences.

Note

You can only create one lookalike audience for each POI audience.

Build a Third Party Seed Audience

A third-party seed audience is an audience based on proprietary or CRM data built and stored using a data management platform that is integrated into DSP. If you are a seatholder, you can easily upload your proprietary or CRM data to DSP via a DMP, and then build lookalike audience from that data. If you need help integrating your third-party data with DSP, contact your Verizon Media representative.

Build a Lookalike Audience

Use the DSP audiences tool to build a lookalike audience based on one of your seed audiences.

Important

Once you create a lookalike audience, you can rename it, activate or deactivate it, and change its size. However, you cannot change a lookalike audience’s seed audience after you save it.

To build a lookalike audience:

  1. Navigate to the advertiser-level Audiences page.

If you need help, check out navigate-to-the-advertiser-audiences-page.

Note

You can only build a lookalike audience for one advertiser at a time, not for an entire seat.

  1. Click the New Custom Audience button.
audience-builder-button

You see the audiences tool.

  1. On the left side of the audiences tool, click the Lookalike Audience button.
build-lookalike-audience-page
  1. Configure your audience settings. Check out Configure Lookalike Audience Settings.

Edit a Lookalike Audience

Important

After you create a lookalike audience, you can rename it, change its status, or adjust its size. You cannot change the seed audience for a lookalike audience once you create it.

To edit a lookalike audience:

  1. Navigate to the advertiser-level Audiences page.

If you need help, check out navigate-to-the-advertiser-audiences-page.

  1. Select the link for the lookalike audience you want to edit.
lookalike-audience-link

You see the Build Lookalike Audience page.

edit-lookalike-audience-page
  1. Configure your audience settings. Check out Configure Lookalike Audience Settings.

Configure Lookalike Audience Settings

You can configure the audience name, status, and size. For new audiences, you also need to set the seed audience(s).

To configure lookalike audience settings:

  1. In the Audience Name field, type a name for your audience.
lookalike-audience-name-field
  1. If you are ready to make the audience active, move the Status slider to the right.
lookalike-audience-status-slider
  1. In the Choose an audience area, expand the category that represents the type of seed audience you plan on using as a basis for your lookalike audience. For example, expand the Custom Audience category.
choose-a-seed-audience-drop-down-list
  1. Expand the specific audience type to see the available seed audiences. For example, expand the Retargeting Rule audience type.
expand-retargeting-rule-list
  1. Click the plus sign to the right of the audience you want to select as the seed audience.
add-seed-audience

You see the seed audience on the right side of the page.

selected-seed-audience
  1. Move the audience size slider left or right to set the size threshold for the modeled audience. The audience size will be within 10% of the threshold you choose.
lookalike-audience-size-slider

Note

You can also set the desired seed audience size by typing a number in the text box for Desired size is (multiplier) X the seed audience size.

  1. Click a Device Type button to select the device type you want to include in the audience (All, Desktop, or Mobile).
select-lookalike-device-type
  1. Click Build Audience.

Audience scoring occurs every four hours, and it takes about 12 hours for audience scoring to complete. After you build the audience, you can see the audience size on the Audiences page in about 24 hours.

Additional Resources

Download a one sheet Lookalike Audiences.