Use Of Lookalike Modeling, March 2014 [CHART]
Advertisers are continuing to adopt audience targeting, according to a March 2014 study by eXelate in conjunction with Digiday, which found that brands had upped audience targeting on all platforms—including computers, smartphones and tablets—from 2013.
As a result, lookalike modeling—which increases audience targeting capabilities by creating custom-built audiences that brands can reach with high accuracy—was picking up the pace, with 73% of US ad agencies and 64% of advertisers saying they used it. Those using lookalike modeling were seeing success, with nearly half saying they had seen between a two- and three-time lift in performance. Read the rest at eMarketer.