The homogeneity of the lookalike seed has a greater influence on the audience's effectiveness than the size of this sample group.
[15] It is also listed as an important trend of pay-per-click (PPC) by Delhi School of Internet Marketing.
[16] However, debates over such a third party behavioral targeting being used for digital marketing hasn't stopped either, because using the data of customers is against online privacy settings.
[17] In 2019, limitations were put in place by Facebook to stop discriminatory targeting of audiences according to zip code, income levels and demographics (age and gender).
[18] In June 2022, the U.S. Justice Department Civil Rights Division filed a lawsuit in the Southern New York U.S. District Court against Meta Platforms alleging that the Lookalike audience tool for targeted advertising on Facebook discriminates against users based on their race, color, religion, sex, disability, familial status, and national origin in its distribution of housing advertisements in violation of Title VIII of the Civil Rights Act of 1968.