• Broad targeting uses AI to find and reach new audiences with minimal input
• Lookalike targeting uses existing customer data to find similar users likely to convert
• Both strategies rely on first-party data and signals to improve performance and efficiency

Broad targeting focuses on scale and discovery, allowing platforms to test and learn which audiences respond best. Lookalike targeting, on the other hand, is built from known customer data, making it more precise and conversion-focused.

Together, these targeting methods help marketers balance reach and accuracy, allowing them to grow awareness while also driving stronger results from audiences more likely to convert.