For exact-match columns only, you can use

segment matching

to limit match rules to specific subsets of data. For example, you could define different match rules for customers in different countries by using segment matching to limit certain rules to specific country codes. Segment matching applies to both exact-match and fuzzy-match base objects.

If the Segment Matching check box is checked (selected), you can configure two other options: Segment Matches All Data and Segment Match Values.