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:
Survey respondents were asked to rank the factors used when selecting a data provider, on a scale of 1-5:
Datonics surveyed 400+ media strategists, planners and buyers who work on programmatic campaigns.