By: Nicole Hillstrom, Senior Director of Programmatic BD & Partnerships
InMarket is the leader in 360-degree consumer intelligence and real-time marketing for today’s leading brands and agencies, with more than 14 years of experience in location and purchase. Through InMarket’s data-driven marketing platform, brands can build targeted audiences, engage them in real time at peak points of intent, and measure incremental traffic and sales. We power sophisticated marketing strategies for hundreds of top brands and agencies like Mindshare, Clorox, Dunkin, P&G, Anheuser Busch, OMD and more. We help brands close the loop between consumer intent & purchase with unique, real-time, actionable intent, location and item-level transactional data. Our predictive audiences drive market-leading performance because they connect brands to their consumer’s true motivations. With InMarket audiences, advertisers understand who they should target based on where consumers go, what they purchase, and why they buy.
InMarket utilizes advanced data algorithms + machine learning to combine 1st party location, purchase, and intent data with up to 1,000 trusted online and offline third-party attributes, creating audience segments tailored for any KPI. Our unique Location + Purchase and Past Purchase audience segments leverage precise, item-level receipt data to identify both the retailer where a purchase was made and the exact item that was purchased. Our scaled first-party visit, transaction, and intent data is collected via the InMarket SDK, which is integrated across a vast network of mobile apps as well as our Owned & Operated app portfolio including grocery lists & rewards apps like KeyRing, CheckPoints and Out Of Milk.
Our syndicated audience taxonomy includes both InMarket branded segments and 9D InMarket segments across the following types:
Our unique approach to data collection with an always-on, first and third-party consumer truth set—along with industry-leading consumer visitation and purchase data scale—allows brands to access and build high-performing audience segments that drive results for Auto, CPG, Dining (QSR/CDR), Entertainment, Finance, Health & Fitness, Home & Garden, OTC Pharma, Retail and Travel.
Please download the InMarket Audience Taxonomy to view a categorical list of Audiences, or reach out to your InMarket sales representative to discuss your Custom Audience needs.
Why have you partnered with Eyeota?
InMarket’s Audiences business is bolstered by its valued partnerships with 25+ DMPs/Marketplaces, DSPs and SSPs across the ad tech ecosystem. We are thrilled to partner with a market-leader like Eyeota which will surface InMarket’s premium location data and unparalleled commerce data within the Eyeota Data Marketplace.
InMarket believes there is significant value in that:
The Eyeota Audience Marketplace introduces new agencies and buyers to InMarket’s 2,500+ Syndicated Audiences and allows them to request On-Demand Custom Segments.
InMarket provides audience solutions in the USA and Canada.
Why do you think audience data is important for today's marketers?
Today, marketers use audience data to identify emerging trends, understand consumer preferences, and make more informed business decisions. Leveraging demographic & behavioral attributes can help uncover similar audiences who are not already customers of a brand, or who have not yet been exposed to the brand. This is critical for not only finding your next customer, but finding ways to turn low-value customers into higher value customers.
What industry trends are you most excited about?
I’m excited to see the continued adoption of AI technologies, especially when it comes to building custom audiences. Building audiences for programmatic targeting often happens in a black box, where users do not fully understand all the different data attributes going into their Audience targeting. In a recent InMarket 2025 Predictions survey, 50% of respondents said their organization's approach to AI was to test and learn. I think we’ll see AI being used to build even more audiences that reach specific lift metrics, then used to further optimize targeting strategies throughout the campaign. One example that comes to mind is a recent retail client that was looking to target outdoor enthusiasts. One of the prominent location attributes that was relevant was visits to an obscure airport. Their reasoning was that this airport is equidistant between 3 major national parks. Insights like this can help drive better understanding of what matters when building targeting using AI. With AI, we no longer have to guess at who is going to drive incremental results, but rather learn who is already working and find similar audiences that show the same behavior.
AI-driven data creation isn't just a trending topic; it's the future of deep insights, incrementality, and meaningful value creation in technology. In addition to developing best-in-class AI for incrementality, InMarket is dedicated to empowering partners and brands through collaborative data initiatives, building a more comprehensive, enriched, and self-owned data asset to better serve their customers in the long term.
Unlock exclusive InMarket audience segments through Eyeota’s Data Desk. Access premium data to enhance your targeting and drive better results.
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