The difference between Affinity and In-Market segments lies in user intent and behavior stage in the marketing funnel. Here’s a clear breakdown:

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🔶 Affinity Segments (Top of Funnel – Awareness/Interest)

🎯 What It Means:

Affinity segments group users based on long-term interests, lifestyles, or passions.

📌 Examples:

• Tech Enthusiasts

• Gaming Fans

• Travel Buffs

• Foodies

• Sports Lovers

🧠 User Behavior:

• Users may not be actively shopping for a product, but show ongoing interest in a category.

• They visit relevant sites, watch related YouTube content, or read about topics frequently.

✅ Use Case:

• Best for brand awareness, content marketing, or engagement campaigns.

• Example: Show Rummy Maestro ads to users in the “Online Gaming Enthusiasts” affinity group.

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🔶 In-Market Segments (Mid to Bottom Funnel – Purchase Intent)

🎯 What It Means:

In-market segments identify users who are actively researching or planning to purchase in a specific category.

📌 Examples:

• In-Market for Mobile Phones

• In-Market for Online Games

• In-Market for Financial Services

• In-Market for Travel Packages

🔍 User Behavior:

• Google identifies users who are comparing products, visiting product pages, reading reviews, or clicking on ads.

✅ Use Case:

• Ideal for performance marketing, conversion-focused or retargeting campaigns.

• Example: Target people “In-Market for Online Casino & Card Games” to drive Rummy Maestro installs or deposits.

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🧭 Quick Summary: