"The agreement with SalesIntel lets us take the job title data, identify the household and open the media mix for B2B advertisers," says Mike Skladony, Semcasting GM, consumer services, adding: "Now they can jump into channels like connected TV and OTT into targeted households based on the job-title data."

Intersection is running a pilot with the City of Philadelphia through IxNConnect Anywhere, its technology aimed at helping cities improve the urban experience for residents navigating the transit system.

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.

Market and audience research firm GWI found that in advertising, 22% are interested in AI, but 18% are concerned about the technology.