In-Market Audiences Enable More Precise Ad Targeting Based on Shopping Intent
· 1h ago · Originally reported by PPC Land
In-market audiences are groups identified by ad platforms as actively shopping for specific products or services, based on their recent online behavior. Advertisers use these segments to deliver more relevant ads to users likely to make a purchase.
Why it matters
Understanding in-market audiences helps advertisers reach people who are closer to buying, making campaigns more efficient and potentially increasing return on ad spend.
Explain it like I’m new here
It's like showing sneaker ads to people who have been looking at lots of sneaker websites lately.
Terms in this story
Audience segment
An audience segment is a group of people or devices defined by shared characteristics, such as demographics, interests, purchase behaviour or intent, used to target or measure advertising.
Targeting
Targeting is choosing which people, contexts, places, devices or times should see an ad, so that the budget is spent on the audiences most likely to respond.
Advertiser
An advertiser is the company, organisation or person that pays to place ads in order to sell products, build a brand, recruit, or spread a message.
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