Context, demographics, behavior, and purchase history all have a purpose, but they mostly describe an audience from the outside. There's a layer underneath all of it that speaks to customers at a deeper level.
What most targeting sees
Signals that describe an audience from the outside: what they click, who they resemble, what they've already bought.
What's missing
The psychology driving the behavior, largely unclaimed until now. This is mindset behavior using Kindr.ID: audiences built on motivation, not just history.
Kindr.ID doesn't replace the signals above, it explains them. Mindset is the layer that tells you why it's working
The Fyllo audience advantage
Discover the power of combining progressive datasets with the most comprehensive contextual targeting platform - now built on mindset.
01 · Find
The right audience
Pre-built and custom segments, matched to your brand.
02 · Understand
Their mindset
Kindr.ID reveals motivation behind behavior and why they're likely to respond.
03 · Reach
The right context
Effective, privacy-safe placement, without cookies and signal loss.
01 · Find
The right audience
Pre-built and custom segments, matched to your brand.
How Kindr.ID works
Once mindset is the missing layer, here's exactly how Fyllo measures it. Signals, already carrying the mindset dimensions that explain them, refine into profiles, and profiles into archetypes. Archetypes are the actionable layer that Fyllo turns into audience segments an advertiser actually buys.
Signals
Observed behavior, scored for the mindset dimensions behind it, i.e. risk aversion, self-confidence, and more.
Profiles
One person, assembled from many
signals and the dimensions they carry.
Archetypes
Recurring patterns across many profiles, held at a cohort level. The actionable layer you buy.
Observed, with provenance and consent handled at this layer. Mindset dimensions are scored here, so they inform the profile rather than sitting apart from it.
The first modelled step, and where think-alike modelling produces a Kindr.ID audience: people worth reaching before a behavioral signal would otherwise confirm they're in-market. Kept at a cohort level, not an individual one.
"Mindset" is why archetypes work; this is the psychology the signals reveal. These are the lenses we use to analyze signal-based profiles and group them into like-minded archetypes.
Everything up to the profile is observed, with provenance and consent attached. Only the archetype step is modelled.
Both open a new credit card
Person A
Found the lowest APR after comparing a dozen offers.
"0% APR for 18 months — compare and save."
Person B
Chose the issuer they already know and trust.
"The card from the bank you already bank with."
Both buy a car
Person A
Needed a car fast and bought within the week.
"Drive home today — in-stock, same-day approval."
Person B
Spent six months evaluating every option.
"The most-compared spec sheet in its class."
The mechanism
Every lookalike model starts from a behavior that already happened. Think-alike starts from the mindset that makes someone receptive, which is why it reaches people without relying on behavior or purchase history to match against.
Act-alike
Modelled from purchases, clicks, and site visits. Needs a matchable history before someone can enter the audience at all.
Finds you more of who already converted.
Think-alike
Modelled from the mindset dimensions the signals reveal, so someone qualifies on how they decide, not on what they've already done.
Reachable before a signal exists to confirm intent.
Why it's different
Kindr.ID isn't a repackaged lookalike model. Here's what makes the data and the delivery different.
Once mindset tells you who's receptive, here's how Fyllo puts it to work.
Reach + Relevance
Personalize messaging without sacrificing reach.
Speed + Flexibility
Customize segments without slowing speed-to-market.
Accuracy + Efficiency
Engage your ideal audience without waste.
Safety + Scale
Expand your reach without increasing risk.
Execute plans tailored for success
Activate campaigns in any digital channel
Go beyond standard metrics
Create ad experiences with minimal effort
What our customers have to say
Consumer Reach
"Fyllo exceeded our expectations, delivering meaningful results while raising awareness with new audiences."
Laurel VanTassel
Senior Media Director
Peak ROAS
"We came to Fyllo with two objectives: reach new consumers and measure impact faster. They overdelivered on both."
Christi Lazar
Marketing Director
Built for how you buy
Kindr.ID applies differently depending on your role — same audience data, different job to be done.
Audience Targeting
Pre-built and custom audiences tailored for a perfect fit
Contextual Targeting
Effective, privacy-safe targeting without cookies
Contextual Audience Extension
Model segments of pageswhere your audience is most likely to be
Media Strategy & Planning
Align your brand with contexts and avoid conflicts
.jpg)
