Ready to Buy: The In-Market Consumer
There are approximately 140 million online shoppers in the United States. Of this group, the target market for any given product generally falls somewhere in the range of tens of millions of shoppers. This is the audience online advertisers typically try to reach to create awareness and consideration for their brand and/or product offering. Targeting for these objectives often uses a combination of display advertising tactics such as user demographic data, website contextual information and traditional behavioral targeting.
But while the target market is important, there are many advertisers who are specifically focused on trying to reach the subset of their target market that is in-market for what they sell right now. The in-market group is the tens of thousands to hundreds of thousands of shoppers within the target market who are ready to make a purchase in the very near future and require a different set of data-driven targeting tactics.
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