If you're running a video action campaign that starts with lower-funnel audiences before expanding, which of the following combinations should you use to align to that approach?

For a video action campaign focused on lower-funnel audiences first, starting with Customer Match is ideal because it targets existing customers or highly engaged prospects whose contact information you already possess. This is the most precise and "lowest-funnel" audience available, as they have a direct relationship with your business. Expanding to Affinity Audiences next allows you to reach a broader, yet still relevant, group of users who have demonstrated strong interests related to your product or service. While Affinity Audiences are higher in the funnel than Customer Match, they are still more targeted than general demographic or interest-based targeting, making them a logical next step for expansion. Starting with data segments (remarketing lists) is also lower-funnel, but Customer Match is often even more precise. Expanding to data segments from Customer Match would be a narrower expansion, not a broader one.