Since 2009 AdWords users used the interest category marketing to connect with potential prospects across the Google Display Network. Lately, Google added more sophisticated, flexible audience tools, and starting January 2015, “Other Interests” option will no longer be available.

The new interest-based capabilities are: affinity, custom affinity, and in-market audiences. Existing campaigns that target “Other Interests” will continue to run until June 2015. After this period, they’ll be automatically upgraded to one of the new options.

Here is a quick scan about those new options:

Affinity audiences – offers advertisers the chance to reach TV-like segments at scale to drive brand awareness.

Custom affinity audiences – helps advertisers find custom-tailored niche segments for their brand.

In-market audiences – helps advertisers reach potential consumers while they’re actively browsing, researching or comparing products related to a specific category.