Maria is an advertiser at a computer hardware company. Her company recently began selling their products on Amazon.com, and wants to reach shoppers with similar attributes to those that her brand has a direct relationship with. Which type of audience should Maria leverage in her next campaign?

The correct answer is Advertiser hashed audiences because this audience type allows Maria to target consumers who share similar characteristics with her existing customers, leveraging data from her company’s direct relationships. By using hashed audiences, she can upload her customer data in a secure manner, enabling Amazon to match this data with potential new customers who exhibit comparable behaviors and attributes. This targeted approach increases the likelihood of reaching consumers who are more likely to be interested in her products. In contrast, past purchase audiences focus specifically on individuals who have previously purchased from her brand, and audiences by keyword search are based on search behaviors rather than direct customer relationships, making advertiser hashed audiences the most effective option for her campaign.