Excellent update to Dentsu's 'The Cookieless World - A Guide for the New Era of Digital Marketing'
With the adoption of GDPR & CCPA compliance, businesses have made significant investments in collecting and managing marketing permissions across their various channels and activities. Respecting customer's consent to be marketed to is at the forefront of the modern data-driven marketer's mind.
Facebook introduced the lookalike audience in 2013 and since then various advertising platforms have created their own version. Lookalike modelling in digital marketing was a game changer as it allowed advertisers to target with precision whilst reaching many more people outside of their existing customer base.
