While Lookalike, Contextual, and Third-Party targeting are all Brand Awareness campaigns focussed on driving potential prospects for your business, they have significant differences. Choose the one that's right for your specific goal and use case.
Lookalike Targeting
Powered by our proprietary IntentMap this tactic helps you drive brand awareness by targeting a broad range of digital profiles who are similar to your existing website visitors tracked by the Pixel, by serving them ads on Web display and CTV. Lookalike audiences are automatically created and maintained for ease of use and low campaign maintenance.
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Third Party Audiences Targeting
This tactic will help you grow your customer base, by delivering Web display and CTV ads to selected audiences that meet your ideal customer's behavior, demographics, interests, lifestyle, business, financials, life events, location, and purchase predictors. Our proprietary bidding algorithm BidIQ powers and enhances our robust Third Party Audience segments to reach the right customers, at the right time with the right message without wasting budget and resources.
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Contextual Targeting
This tactic will help increase brand awareness by driving new visitors to your website by showcasing your ads alongside Web content categories or CTV programming categories that aligns with your brand's message or product offering.
For Web Contextual Targeting campaigns you can select any keyword of your choice to determine the webpage content you want your ads associated with. To do this we partner with the biggest suppliers of ad inventory to access the text on a website for every ad impression AdRoll serves.
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