From 2,500 to 10,000+: InMarket Expands Its Syndicated Audience Library
Most audience libraries grow by slicing the same data into thinner pieces. Ours grew because the market demanded richer signals be readily available.
This quarter, InMarket expanded its syndicated audience library from 2,500+ segments to more than 10,000, available off the shelf and ready to activate on any omnichannel or Demand Side Platform (DSP). It is a fourfold increase, and more importantly, it is a fourfold increase in specificity: the difference between reaching “grocery shoppers” and reaching lapsed buyers of a specific SKU who cross-shop your closest competitor.
Why more segments actually matter
Knowing who a consumer is has never been hard. Age, income, and household composition are table stakes, and they are also where most targeting stops.
The harder question is what people buy and why they shop. That is where segment depth earns its keep. Our thriving custom segment demand showed there was an appetite for more granular targeting, which is why we expanded our syndicated taxonomy to meet it. Rather than picking the closest “best fit” and accepting the waste that comes with it, you can now match the audience to the actual campaign objective, whether that is winning back lapsed buyers, converting private-label shoppers, or reaching cash buyers a competitor’s loyalty data will never see.
More segments mean fewer compromises between the audience you want and the audience you can buy.
What the expansion is built on
The new segments draw on the same commerce data foundation that powers the rest of InMarket’s Audience Suite:
- $736B in total commerce data
- 200 million+ location-based consumers
- AI-driven predictive audiences that surface behavior shifts as they happen, not after the quarter closes
Item-level receipt data makes granularity possible. Category-level signals can tell you someone shops the beverage aisle. Receipt data tells you which brand they put in the cart, whether they switched, and whether they came back.
Built for the way brands actually plan
The expanded library spans the dimensions marketers plan against: visitation, cross-shopping, past purchase, purchase intent, online behaviors, demographics, lifestyle, seasonal, item- and brand-level, private-label shoppers, cash buyers, and lapsed, lost, and loyal customers.
That range is deliberate. A seasonal push and a win-back campaign are different problems, and they shouldn’t share an audience. Off-the-shelf segments now cover enough ground that most campaigns can start with a precise match rather than a custom build, which shortens the path from brief to in-market.
For teams that need something purpose-built, we also offer Custom Audiences and Enterprise Taxonomies, along with GeoType® Personas, our proprietary machine-learning approach that combines over 1,000 online and offline attributes to model real buyer motivations rather than demographic lookalikes.
The performance case
Precision is only interesting if it shows up in results. InMarket audiences outperform Google Display benchmarks for mobile media by 3.7x, and brands using them have seen it translate:
- Bob Evans Farms drove a 5.31% immersive creative CTR, 8.9x above industry benchmark
- Danone Silk delivered iROAS 600% above benchmark
- Bayer generated a 1.6% sales lift and more than $903K in incremental sales
Those outcomes came from matching real-world purchase behavior to campaign goals. A deeper library means more campaigns can start from that same advantage.
Get started
The full library of 10,000+ syndicated segments is live now and available for activation across omnichannel and DSP environments.
Explore our catalog to browse the full taxonomy, or get in touch at InMarket.com/Contact to build a segment strategy for your next campaign.