Marketers Turn to Purchase and Intent Data to Prove Programmatic Value
· 2h ago · Originally reported by Digiday
As marketing budgets face increased scrutiny, industry leaders highlight the growing importance of purchase and intent data in programmatic advertising. With data sources becoming more fragmented, marketers are seeking better ways to demonstrate the effectiveness of their ad spend.
Why it matters
This matters because advertisers need reliable data to justify their investments and optimize campaigns, especially as financial oversight intensifies.
Explain it like I’m new here
It's like using your shopping list and what you want to buy to make sure ads show you things you'll actually want.
Terms in this story
Programmatic advertising
Programmatic advertising is buying and selling ad space through automated software, usually one impression at a time, instead of through manual negotiations, phone calls and paper contracts.
Advertiser
An advertiser is the company, organisation or person that pays to place ads in order to sell products, build a brand, recruit, or spread a message.
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