What aspect of targeting seeks out users who are similar to a brand's existing customers?

Look-Alike Targeting is a specialized approach in digital advertising that focuses on reaching new users who share similarities with a brand's existing customers. This method utilizes data and algorithms to analyze the characteristics, behaviors, and interests of current customers to identify and target potential customers who exhibit similar attributes.

The effectiveness of Look-Alike Targeting lies in its ability to expand a brand’s reach to audiences who are statistically more likely to engage with the brand, potentially leading to higher conversion rates. By leveraging data from existing customer profiles, brands can better position their advertising efforts and optimize their campaigns.

Other targeting methods, such as demographic targeting and audience targeting, offer broader approaches by focusing on specific characteristics or interests of users, but they do not specifically attempt to match users to those who are already customers. Run of Site (ROS) refers to an advertising placement that runs across an entire website without specific targeting criteria, which is not aligned with the goal of seeking out similar users.