Glossary
What are in-market audiences on Reddit Ads?
Melvin Salas1 min readVerified 7 October 2026
Short answer
In-market audiences are a Reddit Ads targeting option, in beta, that Reddit says help advertisers reach people actively researching or considering making a purchase, including in categories such as Enterprise and Business AI and Cybersecurity. Reddit says they are available automatically through Max campaigns.
Reddit's case for them is that by focusing spend on higher-intent audiences, advertisers can pursue more efficient lower-funnel performance. It says its data shows that advertisers using in-market audiences on Reddit saw an average improvement of nearly 7% to CPA compared with other first-party targeting options. Its footnote says that result is based on internal data from August 2026.
Reddit's announcement does not say how it decides who is in-market, so neither do we.
Our reading, not Reddit's: that figure compares cost per acquisition across Reddit's own targeting options, as Reddit counts an acquisition. It does not say what the leads went on to become. On a lead generation campaign, we would compare in-market audiences with other targeting on the cost of a lead your CRM marks as qualified, not on the CPA Reddit reports.
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Riibon ties Meta and Google Ads back to outcomes measured outside the platforms, payments and bookings, so the number a decision rests on is one the business would recognise. When the platform and the business disagree, we show both and say which one we trusted.
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