A large part of advertising in Brazil is finding a target audience to advertise to. When one looks at his business, product or service, he needs to understand the type of audience that would pay for the product. It is very important that one reaches the right type of people when he is trying to sell his product. If the ad reaches the wrong people, then the conversion rate is going to be very low. For instance, if one is trying to sell electronics, he probably does not want to send his ads to someone who is into gardening.