Best In-Market Audience Datasets, Databases & APIs

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

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 Audience Data for Nordic Marketers by Nordic Data Resources, Audience Marketplace: Audience Data for LATAM & US by Retargetly by Retargetly, and Audiencerate Audience Data Platform with Global Coverage for Marketers by Audiencerate.

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 Advertising.

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.