« Return to Mobile Website

Newsletter Sign-Up

Contact Sales

DSPs, Data Providers Top Sources for Lookalike Modeling

Majority of ad agencies and advertisers using lookalike modeling

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.

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.

Announcing the 2014 Digital Ad Spending Benchmarks by Industry: The Complete eMarketer Series Available exclusively to eMarketer subscribers

Download the free executive summary today

  • In-depth coverage of digital ad spend for Retail, Financial Services, Automotive, Telecom, CPG, Travel, Consumer Electronics, Media & Entertainment, and Healthcare & Pharma
  • First-ever breakouts for paid mobile ad spend by industry
  • Updated forecasts for direct response vs. branding spend by industry
  • Nine reports, featuring over 100 new charts
Download the free executive summary today

SHARE

SHARE THIS

  • Go beyond the articles:

    coverage
    eMarketer Products

    You've never experienced research like this.

    SEE FEATURES »
  • Hear from our clients:

    coverage
    Customer Stories

    Nearly all Fortune 500 companies rely on us.

    READ MORE »
  • Want to learn more?

    coverage
    Contact Us

    Inquire about corporate subscriptions today.

    CONTACT SALES »