Brian's desired audience isn't covered by the segments In-Market audiences offers. What's another suitable option Brian could choose to help him influence potential customer consideration?

Analysis of Correct Answer(s) - Custom Intent audiences: This is the ideal solution when pre-defined In-Market segments are not specific enough for your needs. It allows you to create your own audience based on the purchase intent signals most relevant to your business. By inputting specific keywords, URLs (like competitor sites or industry blogs), and apps your ideal customer would use, you can reach people who are actively researching products or services like yours. This is a powerful way to influence consideration by targeting a highly relevant, custom-built audience.

Analysis of Incorrect Options - Standard remarketing: This targets users who have already interacted with your website or app. It's a strategy for re-engaging a warm audience, not for reaching new potential customers who are still in the consideration phase and may not know your brand yet.

• Similar Audiences: This option finds new users who share characteristics with your existing remarketing lists. While useful for expanding reach, it's based on your past visitors. Custom Intent is built from scratch based on current intent signals, which directly addresses Brian's problem of not having a suitable pre-defined segment.

• Demographic targeting: This targets users based on broad attributes like age and gender. It is best for building top-of-funnel awareness and lacks the precision needed to target users actively considering a purchase.