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