What is the core principle behind utilizing In-market Audiences for targeted advertising campaigns?

The core principle behind utilizing In-market Audiences for targeted advertising campaigns is to reach users who are actively researching or comparing products and services within a specific category, indicating a high purchase intent. In-market audiences are pre-defined segments of users who have demonstrated a clear interest in making a purchase in a particular product or service category. These audiences are identified by analyzing users' browsing behavior, search queries, and website interactions. By targeting in-market audiences, advertisers can focus their campaigns on users who are most likely to convert into customers. For example, an advertiser selling TVs can target the 'Consumer Electronics > TVs' in-market audience to reach users who are actively researching or comparing TVs. This targeted approach increases the relevance of ads, improves click-through rates (CTR), and drives higher conversion rates compared to broader targeting methods. Using in-market audiences helps advertisers avoid wasting ad spend on users who are not currently in the market for their products or services, resulting in a more efficient and effective advertising campaign. It allows advertisers to connect with potential customers at the right time in their buying journey, increasing the likelihood of a successful conversion.