• by Laurie Sullivan , Staff Writer, March 13, 2023

Fifty-three percent of media buyers and planners surveyed said they use third-party data in programmatic campaigns, and on average work with 11.9 different data providers.

The study was conducted by data company Datonics just prior to the new year, and polled more than 400 media strategists, planners and buyers, examining the types of third-party data used for programmatic media. It factors in selecting a data provider and data strategy planning initiatives.

Media strategists, planners and buyers participating in the survey were asked about their concerns related to a disruption to their data strategy from an unexpected technological, privacy or legal change.

The study revealed that 69% were fairly concerned about technological evolutions such as the deprecation of third-party cookies and loss of signal identifiers, as well as new privacy regulations.

• 40% -- fairly concerned
• 28% -- very concerned
• 24% -- a little concerned
• 7% --   unconcerned
• 1% -    I’m losing sleep over this

Respondents to the survey were asked to select from a list of eight categories of data they use in campaigns. They range from audience size to company recognition and trust.

• 89% -- interest and intent
• 89% -- behavioral
• 78% -- demo
• 71% -- lifestyle
• 69% -- location or point of interest
• 60% -- brand affinity
• 59% -- life stage
• 52% -- B2B

When asked how these factors weigh in comparison from one to another, participants in the study ranked them as follows in importance:

• 4.45 -- audience size
• 4.27 -- customized offering
• 4.23 -- customer service
• 4.14 -- price
• 4.13 – sourcing and methodology
• 4.09 – company recognition and trust

When asked what demand-side platform (DSP) they prefer for programmatic professional use, 45.4% cited Google DV360 as a platform they frequently use, followed by 41.5% who said they use The TradeDesk, and 17% who said they use Yahoo.

Those percentages could change as Yahoo shuts down its supply-side platform and focuses its ad-tech business on its DSP.

The data also identified a trend where DSPs take other types of audience targeting such as interest, life stage, and roll out the targeting parameters unbranded without disclosing the names of these data providers. With regard to type of data. 51.3% of survey participants said they use branded data, and 48.7% said they use unbranded data.