A lookalike audience is a prospecting list built from patterns in a seed audience you already have. The seed might be purchasers, qualified leads, high-value customers, or another first-party list. The platform then looks for new people with similar signals. Lookalike work sits next to audience segmentation and paid social
Demand generation is a marketing program that creates awareness and qualified interest in an offer. Lead generation captures contact information. Demand generation can include capture, or it can stop at education. The difference that matters is the rule for when a person enters the pipeline. It combines audience targeting, content,
Behavioral targeting selects ads using observed actions, such as site visits, app events, searches, or purchases, rather than the page topic alone. The signal is only useful when you can name where it came from, whether it may be used for ads, how recent it is, and when it expires.
Audience targeting is the act of applying a defined group of people in a live campaign, with named inclusions, exclusions, and a message meant for that group. Audience segmentation is the planning step that creates the groups. Targeting is the activation step. Lookalike audiences sit one layer further out: they