Lookalike models are built to answer one question: who resembles your best customers? It's a good question. It's also only half of one. The other half — who looks like a buyer but never converts — is where a lot of budget quietly dies.
Negative signal is signal
Every campaign generates two kinds of data: people who converted and people who looked perfect on paper and did nothing. Most models throw the second group away. We don't — because the audiences that never convert are as valuable to identify as the ones that do.
Knowing who not to spend on is the cheapest performance gain in media.
Our lookalike system learns the negative signal too. The result is simple: budget flows to the people who convert and skips the ones who never will. No new spend, no new inventory — just less waste.
Write a CTV measurement brief before buying media
Define the business outcome, attribution rules, holdout design, and budget decision for a CTV campaign. Includes an editable experiment brief and reporting template.
Notes from the build
How we think about media, software, and growth — a short email when we publish something worth your time. No spam, unsubscribe anytime.
Want this pointed at your growth?
No retainer or management fee. We agree the campaign budget, funding, measurement and commercial terms before launch.