Create a lookalike audience

to create a lookalike audience, complete the following steps note you must have permissions assigned to work with lookalike audiences if you do not have the necessary permissions, contact your cadent representative from the left side navigation menu select audience manager click ​ lookalike audiences the lookalike audience list page displays click ​new lookalike audience ​ at ​ name ​​, enter a name for the lookalike audience the name appears on the lookalike audience page ​ at ​tags​ ​, enter up to five tags that you want to associate with the new audience tags provide a way to find audiences with attributes in common which helps you locate an audience that you need for a particular purpose you can create new tags or select tags that already exist at ​base audience​ ​, select the audience you want to use as the foundation, sometimes called the seed audience of the lookalike only first party audiences are available when creating a lookalike the size of the seed audience establishes the minimum size for the lookalike audience note you can only select audiences to serve as seed audiences if they have been marked "enabled for lookalike" to create an audience that only uses segments from datasets that are permitted for specific advertisers, complete the following steps at usage restriction , select advertiser at the advertiser drop down, select the advertiser you want you can select multiple advertisers only datasets that are available for the advertiser you select can be included in the audience to include the base audience in the lookalike, at ​ include base audience ​​, click ​ yes ​ to remove the base audience from the lookalike, at include base audience , click ​ no ​ for example, you might select ​no​​ when you want to reach new households, ips or devices at ​ match key ​​, determine the match rate at a location by selecting one of the following options ​ ​devices​ ​ devices associated with an impression ​​ hh ​​ households associated with an impression ​​ips ​​ ip addresses associated with an impression at ​ extension ​ ​, a default estimated reach displays based the model created from the base audience and the match key you selected the default value that displays is based on the highest likeliness % possible determined by the system's calculations for the lookalike audience you can change the number that appears up or down but the total must remain within the range of values that displays directly below the field the ​likeliness % ​​ field automatically updates as you change the extension value ​ at ​likeliness %​ ​, the system displays a percentage value that represents the likelihood that the lookalike audience achieves the same results as the base audience reduce the value that displays when you want to increase the estimated reach, or increase the value to make the lookalike more like the the base audience; raising the number reduces the estimated reach you must select a value within the range that displays below the field note that a graph displays below the fields that offers visual cues you can use to make adjustments to the extension and likeliness % if you increase the number in the extension field, you raise the number that you can reach but the increase makes the new audience less representative of the base audience how different the audience will be from the base, and its chance of achieving the same results, is shown in the graph continue to adjust the value up and down until you achieve your desired result at ​ footprint crosswalk ​​, select the universe from which you want the audience segments to be drawn this can be the cadent universe or a universe specific to your organization the specific footprint you select impacts the size of the audience to view the household, device, and ip estimate totals associated with the lookalike, click ​preview hhs and ip counts​ ​ it can take some time to complete this calculation, especially if the audience is very large if you have permission to create control groups, you can add one to the lookalike audience control groups are not included in the campaign and they do not deliver impressions use control groups as a test to help determine the success of the campaign by comparing the conversion rate of the control group with the rest of the lookalike audience click new control group at ​control group name​ ​, enter the name for the control group at ​ control % ​​enter the percentage of the total audience which will be included in the control group a typical size for a control group is 10% of the total audience size to delete the control group, click the trash can click save