• by Ray Schultz , March 16, 2023

Most programmatic ad buyers fear a disruption to their data strategy from an unexpected technological, privacy or legal change, according to Programmatic Audience Targeting Results, a study released this week by Datonics. 

Of those surveyed, 28% are very concerned about a sudden disruption. Only 7% are unconcerned, and 1% admit to "losing sleep over this.”

These are the types of data they use in their campaigns:

• Interest/intent — 89%
• Behavioral — 89% 
• Demo — 78%
• Lifestyle — 72% 
• Location (Point of interest) — 69% 
• Brand Affinity — 60%
• Life Stage — 59%
• B2B — 52% 

Survey respondents were asked to rank the factors used when selecting a data provider, on a scale of 1-5:

• Audience size — 4.45 
• Customized offerings — 4.27
• Customer service — 4.23
• Price — 4.14
• Sourcing & methodology — 4.13
• Company recognition & trust — 4.09 

Datonics surveyed 400+ media strategists, planners and buyers who work on programmatic campaigns.