In-Market Audience Data

In-market audience data is data about consumers sourced directly from the consumer group themselves via surveys and user input, not from a second- or third-party. It's by marketers used for audience creations and segmentation. Compare in-market audience datasets using Datarade. Learn more →
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Gravy Analytics Custom Audience Creation USA & Canada -- intent audiences based on consumer visits to real-world places  150M MAUs in the US icon
150M MAUs in the US
Gravy Analytics Custom Audience Creation USA & Canada -- intent audiences based on consumer visits to real-world places  100% deterministic data icon
100% deterministic data
Gravy Analytics Custom Audience Creation USA & Canada -- intent audiences based on consumer visits to real-world places  2 countries covered icon
2 countries covered
Work with a Gravy specialist to identify your unique targeting needs and have us build a custom audience that will enhance your campaign performance. Gravy ...
Adstra Travel | In-Market Consumer Travel Data USA  USA covered icon
USA covered
Adstra Travel provides access to consumers who are in-market to travel. Tracking behavioral data on 90% of accessible devices across the US.
VISIT Local - OOH Attribution + Audiences based on Location Data (USA & Canada) 2 countries covered icon
2 countries covered
VISIT Local provides location-based analytics, audiences and attribution through an easy-to-use and powerful software interface. VISIT Local is designed to b...
Show all → - BIGDBM profile banner
Based in USA
BBIGDBM provides software development on top of highly accurate Big Data.
1 Billion
Online & Offline Identifiers
Identity Resolution Graph
Data Market - Gravy Analytics profile banner
Gravy Analytics
Based in USA
Gravy Analytics
Gravy is the leading provider of real-world location intelligence. Its patented AdmitOne™ engine verifies consumer visits to millions of places, points-of-in...
deterministic data
150+ MM
opted-in mobile devices
2K+ brands
represented - Adstra profile banner
Based in USA
Adstra is the new data model for the data-driven enterprise. Adstra comprises a comprehensive suite of portable data and identity solutions. We can ingest an...
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The Ultimate Guide to In-Market Audience Data 2021

Learn about in-market audience data analytics, sources, and collection.

What is In-Market Audience Data?

As a sub-category of audience data, in-market audience data is information about groups of customers or consumers with a high commercial intent based on their commercial history. An in-market audience is considered high intent because it is actively looking for particular products and services, comparing them to see which would be a better buy. In a nutshell, in-market audiences are target audiences which are willing and ready to buy, and in-market data contains all information about them, such as their contact details, brand preferences, and commercial activities. In-market audience data is usually compiled through the monitoring of the target audience’s web search activity.

How is In-Market Audience Data collected?

In-market audience data is gathered through the target market’s distinguishable interest in a product or services. Using search engine data, especially Google, factors like the customers’ web activity, the content of site visits, how many times customers frequent these sites, clicks on ad placements for related items, and conversions to purchases. Other sources such as website cookies, surveys and cold-calling or cold-emailing are also used for in-market audiecne data collection. Popular web platforms like Google, Amazon, Shopify, Facebook, and Instagram also supply audience information.

What are the attributes of In-Market Audience Data?

In-market audience data is made up of a number of attributes. These primarily include demographic data, interest-based data, and location-based data:

Demographic attributes: refers to personal attributes such as age, gender, educational background, income, marital status, religion, political affiliations etc.
Interest-based attributes: this is data relating to what people like to do or have interests in, such as cooking, travelling, gaming, music, sports etc.
Location-based attributes: this is data that concerns where the target audience lives, works and studies, divided into city, country or state.

What is In-Market Audience Data used for?

Anyone willing to know more about a particular target audience can use in-market audience data. The data is used in business to provide offers that are pre-approved to consumers in major industries. It’s also used for retargeting customers through offline and online means, usually by conducting analysis of market segments and audiences. Online marketing of products and services (determining what campaigns are best for a selected group of buyers) is another popular use case of in-market audience data, which can be done via programmatic advertising (the automated purchase and sale of ad spots).

How can a user assess the quality of In-Market Audience Data?

Assessing the quality of in-market audience data involves considering several factors, such as:
Data source: data sources can be first party (extracted personally), second party (direct source) or third party (indirect source)
Means of collection: data from popular web platforms is usually of the highest quality as it is first party
Timeliness: data from older periods is not as accurate as present or real-time data

Who are the best In-Market Audience Data providers?

Finding the right In-Market Audience Data provider for you really depends on your unique use case and data requirements, including budget and geographical coverage. Popular In-Market Audience Data providers that you might want to buy In-Market Audience Data from are BIGDBM, Gravy Analytics, Adstra, EPIC Translations, and AnalyticsIQ.

Where can I buy In-Market Audience Data?

Data providers and vendors listed on Datarade sell In-Market Audience Data products and samples. Popular In-Market Audience Data products and datasets available on our platform are Gravy Analytics Custom Audience Creation USA & Canada – intent audiences based on consumer visits to real-world places by Gravy Analytics, Adstra Travel | In-Market Consumer Travel Data USA by Adstra, and VISIT Local - OOH Attribution + Audiences based on Location Data (USA & Canada) by Reveal Mobile.

How can I get In-Market Audience Data?

You can get In-Market Audience Data via a range of delivery methods - the right one for you depends on your use case. For example, historical In-Market Audience Data is usually available to download in bulk and delivered using an S3 bucket. On the other hand, if your use case is time-critical, you can buy real-time In-Market Audience Data APIs, feeds and streams to download the most up-to-date intelligence.

What are similar data types to In-Market Audience Data?

In-Market Audience Data is similar to Seasonal Audience Data, Mobile Audience Data, Third-Party Audience Data, Audience Targeting Data, and Interest-based Audience Data. These data categories are commonly used for Marketing and In-Market Audience Data analytics.

What are the most common use cases for In-Market Audience Data?

The top use cases for In-Market Audience Data are Marketing, Advertising, and Audience Targeting.