Set up targeting

In-market audience targeting

Interest category marketing in Display & Video 360

In-market targeting (also known as "interest category marketing") is useful to advertisers who are looking to raise awareness and drive consideration among people who are "in-market" to purchase a particular type of good or service.

Display & Video 360 offers free in-market audience lists that you can add to your audience targeting to reach people based on their interest in purchasing a type of product as they browse pages across the web.

Limitations

  • Affinity, custom affinity, in-market, and installed app audience targeting are only available on Google Ad Manager inventory. If your line items' targeting includes an affinity, custom affinity, in-market, or installed app segment and one or more first- or third-party audience lists in a logical OR relationship, your line item will be able to purchase impressions from exchanges other than Ad Manager.
  • Affinity, custom affinity, in-market, and installed app audience targeting can't be combined with an "AND" clause with any other audience lists.
In-market audiences available in Display & Video 360

The following high-level categories of in-market audiences are available:

  • Apparel and Accessories
  • Autos & Vehicles (Parts & Services)
  • Baby & Children’s Products
  • Beauty Products & Services
  • Business Services
  • Computers & Peripherals
  • Consumer Electronics
  • Consumer Software
  • Dating Services
  • Education
  • Employment
  • Financial Services
  • Gifts & Occasions
  • Home & Garden
  • Real Estate
  • Sports & Fitness
  • Telecom
  • Travel

Each category above includes more granular subcategories which are also targetable. 

Would interest category targeting be useful for you?

In-market audiences are useful to a variety of advertisers. For example, if your advertiser is interested in:

  • Performance, use in-market audiences to reach potential customers when they're actively looking to buy products or services in the near future or who may have a high propensity to buy an item if presented with the right offer.
  • Mid-funnel marketing, use in-market audiences to get your advertiser's message in front of people who are more likely to buy your product but might not be considering your brand.
  • Remarketing, use in-market audiences to increase your total number of conversions by reaching incremental users beyond your existing first-party lists.

Target in-market audiences

  1. Start by opening the targeting for a line item (or insertion order), then navigate to Targeting and then Audience Lists.

  2. In Audience Lists targeting, search for "Third Party" audience lists with "Display & Video 360 in-market" in their name to find Display & Video 360's in-market audience lists.

  3. Once you've selected the lists you want to target, click Done

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