About two years ago, Google launched affinity and in-market audiences, that were designed to help advertisers reach people across the Display Network. Now, Google is rolling out a new feature, custom affinity audiences.

This custom feature give advertisers the flexibility to reach an exact audience. Advertisers will be able to define who they want to reach across the web, on any screen. Custom affinity audiences works across the Google Display Network, reaching about 90% of global internet users. This custom feature works best with existing features and formats like engagement ads and viewable impressions.

AdWords is continually improving in the goal to help advertisers reach the right audience and also to provide insights about the audiences they’re reaching. As an advertiser builds a custom affinity audience, Google will provide immediate estimates for the people it might reach by showing breakdowns of their demographics like age and gender, and their most relevant affinities.