It is possible that shoppers become uneligible for affinity-related segments. 

This is particularly the case if the behavior of a shopper changes and he doesn't express any form of engagement anymore for a particular brand, category or product line.

Example

If a shopper who has always shopped for Adidas suddenly behave differently and doesn't view or buy any product from this brand but instead, interact for other brands, he will not be served with an Adidas-specific experience onsite. 

The affinity that a shopper has for a particular brand, category or product line is defined by our AI-Powered Ecommerce Engine and is constantly updated based on all the behavioral and transactional data that Nosto tracks in real-time.