The goal is to enable marketers to scale audiences and improve performance by pairing lookalike modeling with Outbrain’s interest graph.
Lookalike modeling lets marketers extend their interactions with customers and prospects outside the confines of so-called “walled gardens,” like Facebook. It connects brands with audiences that have the highest propensities to become customers based upon the content they are actively engaging with.
Outbrain said Brooklinen and Everquote are among 30 brand partners that have implemented the lookalike audience capabilities. It said brands in the beta program have seen, on average, 45% more conversions and 30% lower cost-per-acquisition compared to standard targeting.
The new capability can be modeled off first-party data (site visitor segments, data management platform segments, CRM lists, etc).
“Lookalike Audiences are most commonly associated with social media, but a significant gap exists between what we read and what we share with friends. Outbrain Lookalike Audiences allow brands to tap into this global phenomenon and extend their reach to new audiences that are truly interested in what the brand has to offer, thus complementing their efforts outside of search and social,” stated Dr. Ronny Lempel, vice president, recommendations group at Outbrain.