A brand wants to engage viewers who are actively researching or intending to buy the brand's product or services. Which audience type explicitly targets these viewers?

In-market audiences target these viewers. They are built from recent behaviour that indicates someone is actively researching or intending to buy in a particular category — comparing products, reading reviews, visiting relevant sites — so they represent people close to a purchase decision rather than people with a general interest. That is what makes them the highest-intent option among Google's interest-based audiences, and why they usually convert better than affinity or demographic targeting, though the audience is smaller and the competition for it stronger. The distinction against affinity audiences is the one the exam tests most often: affinity describes who someone is over the long term, such as a cooking enthusiast, while in-market describes what they are doing right now, such as shopping for a kitchen.