You can activate on an audience saved with your 1st party data via retargeting or look-alike modeling.
- Select Retargeting when you want to deliver to people based on their past observed behaviors. Resonate will consider users who were served your tag in the past 30 days and will deliver them to your destination.
- Look-Alike Modeling is a better choice if you're looking to target people similar to your selected audience. This model considers the aggregate behavioral footprint of users that match your audience and ranks them in order of importance. If you select LAM, you have to define your match rate. The lower the rate is, the less different the LAM audience is going to be from your tag audience. Consequently, the lower the rate is, the smaller the audience size is going to be. 30% is the highest possible match rate for credible results. Setting the slider at 5% means we will set aside the highest 5% of closest matches. Setting the slider at 30% is less stringent, we will set aside the highest 30% of closest matches. Since the LAM pool is capped around 200 million devices as well as ranking varies from 1-30%, it means up to 60 million devices can be activated against.
Activating via look-alike modeling helps you scale your 1st party audiences by finding more people who look like your best customers. This helps combat challenges with low sample size when activating 1st party data.