What Are Look-Alike Models?
Look-alike models are a widely used tool in advertising to expand reach by identifying targetable prospects. These models take insights from smaller, known audiences—like existing customers or fans—and use that data to find similar individuals. The result is a broader audience that still reflects key traits of the original group.
How Online Platforms Use Look-Alike Modeling
Platforms like Facebook and Google offer built-in look-alike modeling features. For instance, Facebook allows advertisers to build audiences that resemble their current page followers. The modeling variables may include basic demographics like age, gender, or location, but can also factor in more nuanced data such as browsing behavior, shared interests, or friend networks.
Often, these models are developed by advertising agencies or direct mail vendors and used to generate target lists for their clients. Increasingly, clients are demanding transparency, asking for insight into both the methodology and the lists used in these campaigns.
The Limitations of Online-Only Models
While online behavior can be useful, it often provides only part of the story. Models that rely solely on digital activity may miss critical offline attributes that influence purchasing decisions. This incomplete picture can lead to wasted impressions or missed opportunities.
Why Look-Alike Models Matter for IP Targeting
At El Toro, look-alike models serve a valuable role in expanding campaigns beyond existing customers. While your current or past customers remain the best targets, most campaigns also benefit from identifying new prospects through conquest targeting.
The key difference? El Toro’s clients often build models using offline data—which tends to be more stable and accurate than browser-based behavior tracking.
Our Approach: Accuracy Through Offline Data
Unlike Facebook or Google, the El Toro system doesn’t use online user behavior or demographic data for targeting. Instead, when clients need help building look-alike models, we work with trusted third-party data providers. These partners aggregate thousands of data points—ranging from property information to past purchases—to form a holistic view of consumer behavior.
Many of our clients already have internal models or targeting lists. These assets can be seamlessly integrated into our platform, helping you bring your best offline data to bear in an online environment.
Integrating Look-Alike Models with IP Targeting
Once a look-alike audience is created, El Toro’s IP Targeting technology enables advertisers to deliver digital ads directly to those households. Ads can be served across the largest online platforms, including Facebook, Google, and Yahoo—without relying on cookies or digital tracking.
Ready to Learn More?
If you’re interested in using a look-alike model to enhance your next digital campaign, we’re here to help. Contact us to see how our offline-first approach can deliver better precision, more conversions, and higher ROI for your business.