To conduct lookalike marketing, both ad agencies and advertisers were mostly turning to data providers and demand-side platforms (DSPs), with 64% of respondents from each group citing these as sources they used.
In-house sources, trading desks and data management platforms all trailed, with agencies slightly more likely than advertisers to use each source.
DSPs have proven successful for targeting overall, so it makes sense that they’re popular for lookalike modeling. A September 2013 study by Econsultancy and the Rubicon Project found that the No. 1 benefit of working with DSPs, according to marketers worldwide, was improved targeting, cited by more than two-thirds of respondents. Read the rest at eMarketer.