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Affinity audiences are used to target broad audiences based on topics that users are interested in, but without going to the same level of detail as an in-market audience (which is focused more on researching and shopping activity).

You should consider targeting affinity audiences if you are interested in expanding your target audience to users more likely to convert based on their interests, but you don’t want to go too narrow with your targeting.

So for example, a shoe shop might want to target the affinity audience of people who like news about celebrities and royals (as opposed to an in-market audience of people searching for shoes, or a custom intent audience of people searching for Prince Harry).

With an affinity audience, you can connect with target audiences that are consistent with the audiences you might buy for offline or TV campaigns.

This tip and many others are found at https://www.petramanos.com/category/tips/

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