1、2024 ProgrammaticAudience OutlookA study on how the evolving world of audiencetargeting is impacting programmatic teams.Table of ContentsPage 01IntroductionPage 02Types of Data UsedPage 03How programmatic teams select data providersPage 07What if marketers can reach cookieless users today?Page 08Usi

2、ng and measuring multiple data providers in the same campaign.Page 10Wrap up+Explore cookielessPage 04Data strategy disruptionPage 05Agency expectations and preparation for a cookieless worldPage 06Present day cookieless market perceived vs actualPage 1In November and December 2023,Datonics surveyed

3、 178 data planners,strategists and activators on the types of third party data they use,the importance of various factors in how they select a data provider as well as their concerns and outlook on cookieless solutions.Activation23%Planning53%Research/Analytics3.3%Sales/Business Development2.2%Strat

4、egy18.6%Respondents BreakdownIntroduction2024 Programmatic Audience OutlookPage 2We asked our respondents which type of data they use for their campaigns.Types of Data UsedInterest/intentLife stageBehavioralLife styleDemoB2BLocationBrand affinity2024 Programmatic Audience OutlookPage 3Just like the

5、past three years,our survey this year shows that scale or audience size is the highest ranked factor when evaluating a data provider.However,we added a new option that was unavailable in past years surveys,“ease of activation”,and this newcomer placed second in the rankings.How programmatic teams se

6、lect data providers3.603.503.904.203.704.004.303.804.104.404.504.344.324.40Customized offeringsEase of activationCustomer serviceCompany recognition&trustSourcing&methodologyAudience sizePrice4.144.194.224.432024 Programmatic Audience OutlookPage 4We asked our respondents how concerned they were abo