What is the primary function of the 'Actalike' audience feature in Pinterest Ads Manager, and how does it expand campaign reach beyond existing customer data?

The primary function of the 'Actalike' audience feature in Pinterest Ads Manager is to identify and target new users on Pinterest who share similar characteristics, behaviors, and interests with an existing 'source' audience. This 'source' audience can be a customer list, website visitors, or users who have engaged with your content on Pinterest. Actalike audiences expand campaign reach by leveraging Pinterest's algorithms to find individuals who are statistically likely to be interested in your products or services, even if they are not already aware of your brand. Pinterest analyzes the data points of the source audience, such as demographics, interests, boards followed, and pins saved, to create a profile of its common attributes. It then uses this profile to identify other Pinterest users with matching traits. For example, if your source audience consists of customers who frequently purchase organic skincare products, the Actalike audience would target users who also show an interest in natural beauty, eco-friendly living, and related topics, effectively reaching new potential customers who haven't directly interacted with your brand yet.