15. Audience Definitions

ADARA categorizes audiences by their functional, industry-specific type:

• Demographics - audience with specific demographic characteristics; see 11.2. Demographic Insights for more information or see here for ADARA's specific definition
• Experiences - audience for entertainment, such as dining and events; see here for ADARA's specific definition
• Finance - audience with financial indicators, such as home ownership and wealth; see here for ADARA's specific definition
• Retail - audience for consumer goods and the characteristics of their online activities; see here for ADARA's specific definition
• Travel - audience with travel intention and behavioral indicators; see 11.1. Travel Insights for more information or see here for ADARA's specific definition

This list of audiences will change and grow as ADARA develops new audience perspectives for different industries.