What's the key difference between using In-market Audiences and Customer Match, and what unique advantage does each offer?

The key difference between using In-market Audiences and Customer Match lies in the data source and the level of specificity in targeting. In-market Audiences are pre-built segments provided by Bing Ads, targeting users who have demonstrated purchase intent within specific product or service categories based on their browsing behavior, search queries, and website visits across the Bing network. Customer Match, on the other hand, uses first-party data uploaded by the advertiser, such as email addresses or phone numbers, to target existing customers or prospects. The unique advantage of In-market Audiences is their breadth and scalability, allowing you to reach a large pool of potential customers who are actively researching or considering purchasing products or services similar to what you offer, without needing your own customer data. This is useful for reaching new customers and expanding your reach. The unique advantage of Customer Match is its high level of personalization and precision. By targeting existing customers or known prospects with tailored ads, you can increase engagement, drive repeat purchases, and improve customer loyalty. For example, you could use Customer Match to offer special promotions to existing customers or to re-engage with prospects who abandoned their shopping carts. In summary, In-market Audiences leverage Bing's data to reach new, potentially interested customers, while Customer Match utilizes your own customer data for highly targeted and personalized campaigns.