Myth: Use lookalike audiences on native like you would on Meta.

Myth: Use lookalike audiences on native like you would on Meta.

Wrong arena. Native's strength was never behavioral targeting — it's contextual placement on content people are already reading. Bolting Meta-style lookalikes onto a widget network gives you the worst of both: weaker behavioral signal than social, while throwing away native's real lever, context.

The better split:
— Contextual / interest-by-content targeting: native's home turf, privacy-durable, survives cookie decay.
— Lookalike / behavioral: keep it on the platforms built for it with the data to back it.

As third-party signal keeps degrading, contextual is getting stronger, not weaker. Supposedly lookalikes are the sophisticated play. On native they're a borrowed tactic that ignores the one thing the channel does better than anyone. Target the article, not the imaginary twin of last month's buyer.