Intent Based Targeting

Intent based targeting does not target ads primarily by age, gender or location, but by detectable purchase intent. The idea is that search queries, visited websites or clicked products show much more reliably what someone wants to buy than static profile attributes. Platforms like Google use this approach for In Market Audiences or custom audiences.

Signals for purchase intent

Classic signals are search queries with buying context, like terms such as buy, compare, review or branded products. Visits to product pages, basket views or comparing providers strengthen the assessment. Movement patterns in apps, for example repeatedly opening a comparison app, also give hints. Platforms combine these signals and assign users to an intent.

Strengths and limits

The approach's strength is timing relevance. Someone actively comparing is closer to a decision than someone who simply matches a profile. Limits lie in the data foundation. Strict data protection rules and browsers without third party cookies make signal capture harder. Data quality, language and false classifications can cause wastage.

Context in daily marketing

In day to day marketing, intent based targeting suits performance campaigns with a clear sales goal. For email campaigns through JD Mail, a related principle applies because you can segment recipients based on their behaviour in previous mails. Anyone who opened or clicked a specific mail signals interest and can be addressed more precisely in follow up mailings.