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Creative
Lookalike Audience
An audience the platform builds by finding users resembling a seed list you supply. Quality is bounded by the seed: a lookalike of all purchasers is a different audience from a lookalike of your top-decile customers.
Why it matters
Seed choice is the whole decision and it is usually made by default. All-purchaser seeds optimise toward your most common customer, not your most valuable.
In practice
Seed on high-value cohorts rather than all converters, and refresh the seed as the customer base changes.
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