lookalikes used in marketing campaigns

With third-party cookies being phased out and data privacy regulations tightening, the way marketers build lookalike audiences is evolving. Platforms are increasingly offering AI-generated predictive segments, which go beyond lookalikes and target users based on likelihood to convert, churn, or upgrade.

Brands that invest in collecting, enriching, and segmenting their own customer data will have a competitive advantage. Expect to see increased use of Customer Data Platforms (CDPs) to fuel smarter lookalike creation. Rather than running siloed campaigns, marketers are building omnichannel strategies where lookalike audiences are used across display, video, search, social, and email—creating consistent messaging and better attribution.

June 22, 2025 | 5:07 pm