What are 'In Market for' segments?
'In Market for' segments are ready-to-use audience bundles that identify users who are actively in-market for specific products or services. Rather than relying on broad targeting, they use real behavioural signals — including pixel data, search activity, and mail engagement — to surface users who are further down the purchase funnel and more likely to convert.
These segments are pre-built and available directly in Realize. There is no need to build a custom audience from scratch.
Why use 'In Market for' segments?
Reach users further down the funnel — segments are built from high-intent behavioural signals, meaning users are already actively researching your category.
Move beyond broad targeting — connect with users based on demonstrated in-market behaviour, not broad demographics.
Scale high-intent audiences — find and grow a pool of users who are ready to act, without manually building a custom audience.
Access unique signals — the data powering these segments comes from Realize's direct publisher integrations. These signals are not available on other platforms.
Early performance results: In general, users in 'in-market-for' segments have shown conversion rates up to 2x higher than campaigns running without audience segments. Individual results will vary by advertiser, vertical, and campaign setup.
Before you begin
'In Market for' segments are available in the specific verticals only at this stage. If you have relevant segments available based on your campaign targeting, you will find it in the audience marketplace in Realize. If you are unsure whether your account is eligible, speak to your Account Manager.
For clean performance measurement, we recommend setting up a new, incremental campaign specifically to test the segment — rather than adding it to an existing campaign.
Step-by-step Guide
Step 1: Open a new or existing campaign in Realize
Log in to Realize and navigate to your campaigns. Either open an existing campaign you want to edit, or click + New Campaign to create a fresh incremental test campaign.
Recommendation: For best results, set up a new campaign that mirrors your existing activity (same creative, bidding strategy, and budget scale). This ensures the segment is the only variable being tested.
Step 2: Navigate to Audience Targeting
Within the campaign setup or editing view, scroll to the Audience Targeting section.
Step 3: Select Taboola First Party Audiences
Under Audience Targeting, select 1P Taboola Audiences from the dropdown options.
Step 4: Search for 'In Market for'
In the search field, type In Market for. The available 'In Market for' segments for your account will appear.
Step 5: Select the relevant segment
Choose the segment that matches your advertiser's category (for example, In Market for: Personal Investing or In Market for: Furniture). You can select other segments, though we recommend using only in market for segments per incremental test for clean measurement.
Step 6: Save and launch
Complete the rest of your campaign setup as normal, then save and launch. Run this campaign alongside your existing activity — not instead of it.
Best Practices
Run incrementally. Do not replace a live campaign with a segment-targeted version. Run the segment as a separate campaign alongside existing activity. This is the only way to measure performance uplift cleanly.
Keep campaign structure consistent. Use the same creatives, bidding strategy, and budget scale as your existing campaigns. The audience segment should be the only variable.
One segment per test is recommended. You can use multiple 'In Market for' segments across different campaigns, but mixing segments within a single test makes it harder to identify which segment is driving results.
Performance is designed to improve, not guaranteed. 'In Market for' segments are designed to drive stronger conversion outcomes by reaching higher-intent users. Individual results will depend on vertical, creative, and campaign setup.
FAQ
Are 'In Market for' segments available to all advertisers? These segments are in open beta. Availability is based on vertical alignment and scale within the target market.
Where do I find them in Realize? Go to your campaign settings → Audience Targeting → Taboola First Party Audiences → search In Market for.
What data powers these segments? Realize's proprietary first-party signals: conversion data, search behaviour, and mail engagement from Taboola’s premium publisher network.
Can I use more than one segment in the same campaign? Yes. You can add multiple 'In Market for' segments to a campaign. However, for clean performance measurement, we recommend testing one segment per incremental campaign, to accurately measure the uplift of these high intent audiences.
What verticals are available? Finance (Personal Investing, Consumer Banking) and D2C (Home & Garden, Apparel & Accessories, Health & Beauty, Animals & Pet Supplies, Furniture) are the verticals with the highest scale currently.
Is this available outside the US? Yes, the segments will be available to target when there is enough scale.
Do I need a minimum budget or spend level to use these segments? There is no formal minimum. However, as with any audience targeting, a sufficient budget and traffic volume are needed for the algorithm to learn effectively. Follow standard Realize campaign ramp-up guidance.
Will using a segment affect my existing campaigns? No — as long as you set up the segment as a new, incremental campaign. Your existing campaigns will not be affected.
✅ If you have questions or concerns, contact your Account Manager, chat with Abby, our AI assistant on realize, email support@taboola.com or contact our support over live chat within Realize.