he shift in the approach
Predicting consumer behaviour has never been an easy task. In the past it was based on surveys, panels, interviews, etc, which gives a vague idea of triggers, motivations and in what situation consumers purchase and use competitive products. Insights were based on sample sets of data supported by theory rather than empirical evidence. The old way of mapping consumer behaviour is becoming redundant with the birth of the digital natives who spend more time watching YouTube than Lookalike modelling in programmatic buying provides a solution for brands to find new customers based on current customers’ online behaviour. In essence, a consumer who reads, likes, visits, etc similar content/websites compared to my current existing customers will be likely to buy my product too. These models and technologies rely on cookies and are perfect for shortterm prediction since cookies rarely survive longer than a year, often just a few months as users delete them or they just simply expire.