Intent, on non-search surfaces
On Search you reach intent through keywords; on Display, YouTube, and Demand Gen you approximate it with in-market audiences, people whose behavior signals they are shopping the category now. They are stronger than affinity or demographic targeting for driving action.
Where they fit
Use them to seed an audience signal, to layer onto Display and Demand Gen, or as an observation layer to learn which segments convert. They are inferred, so treat them as directional and let conversion data confirm which ones actually pay off.
Common questions
What are in-market audiences?
Google segments of users actively researching or intending to purchase in a category, based on recent behavior. They bring intent-style targeting to Display, YouTube, and Demand Gen.
How accurate are in-market audiences?
They are inferred from behavior, so directional rather than exact. Use them as a starting layer and let conversion data confirm which segments are worth scaling.