Self-serve marketers will now be able to access an audience matching tool on Outbrain.
Originally rolled out in May 2017, Lookalike Audiences was introduced to Outbrain's customers as a solution that finds and engages with prospects that resemble existing customers, based on their reading habits.
The recent announcement will tie the tool to Outbrain's Amplify dashboard, allowing users to link Outbrain's user interest graph data with the advertiser's first-party data in order to model audiences that resemble existing customers and converters.
"We know that the marketers we are working within the Asia Pacific are constantly challenged with scaling their audience and doing this in a way that is still meaningful and relevant," said Andrew Burke, APAC managing director. "Coupling that with all the usual budget pressures and generally less capability to execute on more and more campaigns, we see the introduction of Outbrain Lookalike Audiences as a key to supporting our partners in APAC with these challenges."
Similar in function and setup to Facebook's Lookalike Audiences tool and Google Similar Audiences (perhaps eerily so), the content discovery platform distinguishes its offering by allowing users to step outside the walled garden of social media and search.
"With its global rollout in the Amplify dashboard, Lookalike Audiences allows us to significantly offer them a wider reach from within our premium network," said Burke.
Here's a tutorial from Outbrain on the new feature: