Definition & Explanation

A lookalike audience is a targeting segment built to mirror the characteristics of an existing high-value customer group, often through machine learning and algorithmic modeling. The system analyzes a seed audience—such as a customer email list or site visitors—to identify shared demographics, interests, and behaviors, then finds new users who match those traits. Popularized by Meta in 2013, lookalike audiences are now available across major platforms including Google Ads, TikTok, and LinkedIn, helping advertisers scale reach while maintaining relevance.