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In-market audience segments allow you to tap into Criteo’s real-time shopping intent data to target people who may be interested in your brand based on their web browsing activity.
You can build your segment using a combination of the following targeting options:
Interests: Select from a list of thousands of product categories and include filters across product price ranges
Brands: Select from a list of thousands of brand names across verticals including Retail, Electronics, and Auto
Demographics: Filter your audience segment based on gender affinity (Women and men) and purchasing power (Very high, high, medium, low)
You can use any combination of the options listed above to create your audience segment.
As you start to build, you will instantly see the estimated number of people you can reach. This estimation will provide recommendations on how to gain the best results from your ad set: it will indicate when your segment is too large and needs to be refined; or whether your segment is small and needs to be broadened.
Note that this does not indicate the exact number of users who will see the ad. Rather, it is an estimation of the number of users in the segment who could potentially see an ad.
When to use this audience segment:
In-market segments allow you to use Criteo’s data to reach people who are actively browsing the Web for certain products, services, or brands, but have not been fully exposed to your brand yet.
How to Create In-market Segments
Navigate to the Audience section of Commerce Growth, open the Segments tab, and select Create a Segment. Choose In-market and name your new audience segment.
Build your In-market segment by searching or selecting from the following tabs
Interests: make selections using the search or drop-down menu to reach people who are in-market for specific categories of products. After making these selections you can choose to use the Price range filters to only target people interested in those categories within a specific price range.
Brands: select from a list of brand names to target users who are in-market for specific brands.
Demographics: target people based on gender affinity or spending habits.
Review the segment size estimation at the bottom of the screen and save your newly created segment once satisfied with your selections.
When ready to use this segment, proceed to create a new ad set via the Campaigns manager and select In-market segment in the audience creation section.
Alternatively, you could create a new In-market audience segment directly within the ad set creation process by selecting a Customizable audience, choosing the Create a new segment button, and selecting In-market. Continue to complete the ad set creation flow and then launch the ad set directly. Steps 2 and 3 above will remain the same once in the audience setup section of ad set creation.
Selecting multiple interest categories creates an OR statement, expanding the segment size. For example, if you select the interests Shoes and Jewellery, a user only must be in one or the other to be eligible for the segment. Adding brands or demographics to this segment creates an AND statement further narrowing down the audience pool by only taking the intersection of users.